This action might not be possible to undo. Are you sure you want to continue?
1 . “If I Don’t Go, I Don’t Get” In the southern part of the United States, an old man with a now boat ferries passengers across a mile-wide river for ten cents. Asked how many times a day he does this, the boat man said, “As many times as I can because the more I go, the more I get. And If I don’t go, I don’t get.” That’s all you need to know - all there is to know - about selling!
2. Ask Your Customers What They Like There was a company in the U.S.A. selling dog food. For one of the monthly sales promotion meetings, the chairman of the company decided not only to call all the department heads but also to invite the young trainees so that he might get some new ideas from some of these relatively fresh brains. At the meetings, each department head gave his own ideas, views and ways of how to go about selling. However, the chairman was feeling very uncomfortable because each one was coming out with bombastic theories, ideas and concepts. Casually, he asked a trainee sitting at the far end of the table, “Well young man, what do you have to say? The young trainee replied hesitatingly, “Sir, we want to sell dog food and therefore, we should ask the dogs what they like. “ There was an uproarious laughter in the meeting room. However, the chairman said, “Let us give it a try.” The young trainee felt very perplexed wondering what would follow. To the astonishment of all present in the meeting, a few dogs were brought into the board room and different varieties of dog food formulations were placed before them. The dogs sniffed at each of them and in the end, out of ten varieties, many of them liked two or three formulations. The meeting came to an end and subsequently the company concentrated its effort on the marketing of those selective varieties. Within six months, the company’s market share registered a 10 percent increase. 3. Judge by Sales, Not By Reports A recently employed area salesmen in the farm machinery industry wrote his first report to his head office. It stunned the sales manager because it was obvious that the new man was almost illiterate. Here is what he wrote : “Dear Bos, I bin to sea this outfit what an never bawt a pennies - worth of farming mashins from us, an I sole them our know forig arvesters, balin mashins, muk spreaders, an kuters also fifte ov owr knew shift in mashins. This amounts too a cuppla hundred thousand pownds ov guds. I am now
going to Nawthan Egerland.” Before the illiterate could be given the old heaveho, this note came from him in Northern Ireland : “Dear Boss, I cum ere an sole them a half ov a milyun.” Not knowing whether or not to fire the illiterate salesman, the manager dumped the problem in the chairman’s lap. The next morning, the salesman’s letters were pasted on the head office notice board with the following memo from the chairman above them : “We bin spending two much tyme tryeing to spel rite instedd of tryeing to sel. Lett’s watch those sails. I want everybodies shud read these letters from owr knew man, who is on the rode do in a grate jobb for us an you shud goe out an du like he dun.” 4. A Good Salesman Gets What He Wants A hungry salesman, while passing through a village, sees a welcoming light in a small cottage by the edge of the woods. He knocks on the door. It is opened by a farmer. Salesman : “I’m very hungry, friend. Can you spare some food for me?” Farmer : “Go away ! It’s late and we have nothing to give you.” Salesman : “Please, please... maybe some water, and the loan of a pot...” Farmer : “Water and pot! Why?” Salesman : “I’d like to make a little stone soup for myself... with this stone.” Farmer (thinking) : “Stone soup! What next?” Farmer’s wife : “But I suppose there’s no harm in giving him what he wants.” (The farmer agrees) Salesman “Thank you, good lady. Would you mind if I kept the pot on your fire?” Farmer’s wife : “Oh, all right, if you must. Come on in.” (The farmer frowns! His wife puts a pot of water on the fire and takes the salesman to the kitchen). Salesman : “Now I’ll put this stone in the water and wait for it to cook.” (The farmer and his wife sit back to watch the strange cook at work. A little later, the salesman opens the pot and peeps in.) Salesman : Let me taste it ... Ah! It’s coming along ... (After a while) but it needs a bit of salt.” Farmer’s wife : “Wait, I’ll get you some.” (The salesman adds the salt). Salesman : “I should taste it again, don’t you think?” Farmer (getting impatient) : “Yes, yes, but be quick.” Farmer’s wife : “Is it very tasty?” Salesman : “Well, it is! But wouldn’t an onion improve the taste?” Farmer (to his wife) : Go and get him an onion quickly, otherwise he’ll be here all night.”
(The farmer’s wife goes off and ... soon a chopped onion is added to the soup). Salesman : “It’s taking too long. I should try to once again, I think.” (After tasting) “ Delicious! But if only I had some carrots and potatoes to add. Farmer (By now the farmer, too, is beginning to feel hungry) : “Wait, I will get you some.” (The farmer returns with the new ingredients and ... soon the soup begins to boil.” Farmer ; “don’t you think you should taste it again?” Salesman : “Good, very good. You must share it with me ... but could I bother you for a few coriander leaves and perhaps a bit of pepper?” Farmer’s wife : “Yes, of course!” (A delicious aroma now begins to spread around the house. The soup is ready). Salesman : “Please bring three bowls and spoons and let’s begin to enjoy this fine soup.” Farmer’s wife : “Here is some bread as well.” (Finally they all sit down to eat). Farmer : “It’s delicious!” Farmer’s wife : “Mmm, so it is! How did you do it?” Salesman : “All thanks to this stone of mine.” Farmer’s wife : “May we have closer look at it please?” Salesman “I’m sorry, my good friend. I can’t divulge the secret. Thank you and good night!” 5. A Salesmen Must Sell Himself Before Talking of his product The Ford team had come to India. Our former colleague’s name was suggested for the sales assignment in India. He went to Patiala with the visiting team and was told that his acid test would lie in his actually selling an implement or accessory to any one farmer to whom the dealer would take him. He and the dealer went to a farm and saw that the farmer was watering his mature wheat which was almost ready for harvesting. Here, his own experience helped him a lot in developing a fast rapport with the farmer. He went upto the farmer and told him that the wheat was of “Kalyan” variety and the would be getting about 50 maunds per acre. He even told the farmer that the plot must have been levelled (this was from his observation of the colour of the crop which was different in the patches where soil had been filed in and remained loose as a result of levelling). He also went to say that it must have been a locally made leveller. Next, they went on to the farmer’s water pump and seeing that the outflow of water in the pipe was not full and also hearing the belt noise (he could not see the engine and the pump coupled to it), he told the farmer that the belt must be loose. The farmer switched off the system and after checking confirmed that our colleague was right. However, the farmer said that at that stage he could not stop
the work as watering the crop was a priority. He agreed with him but suggested a temporary arrangement. Some Barojaa (pine resin) was fetched from the village shop and applied on the inner surface of the belt thus increasing its tension and reducing slippage. The result could be seen immediately. Now, our colleague walked upto his tractor and suggested a belt pulley system as a stand by for the pump. The farmer just enquired the price and placed the order then and there. What one must learn from this incident is the selling himself is a must for the salesman. Our friend never talked of the product till he solved that the farmer’s problems which took almost 90 per cent of the time. 6. Selling Without Profits for One Day A Year Vivek & Company has three showrooms in Madras. They are dealers for electric and electronic consumer durables. Their sales amounted to Rs. 1,08,000 in 1965 and rose to Rs. 9,60,00,000 in 1986. This increase has been achieved through : Hire Purchase Scheme lOn January 1 every year, all the goods are sold at cost price. Their Mr. Kodandaraman gave the logic, “For 364 days, my customers buy from me and give me profits. One day in the year, I do without profit to say ‘thank you’ in my style.” lOn this, they also give 1500 lucky-dip gifts to the customers who buy items from them. 7. Installation Can Be A Future Prospects Building Opportunity An incident narrated by our former colleague Mr. H. S. Gill : “Chaudhary Lakhmichand of village Alawalpur near Palwal in Haryana was an uneducated customer who had come from his native place and had settled here. He bought his first tractor from us in the year 1956. Mr. W. R.P. Fermie was then our service manager at Roshanara Road. The evening when the customer was to take the delivery, the office had closed and almost all the employees had left. I was assigned the responsibility of installing the tractor. I left the office with the customer and his tractor and we reached his village late at night. The customer made arrangements for may stay in the barn where my first might was a bit sleepless one. “Next morning, I asked him if he had somebody in his family who could read and write. He had a sone who was studying in eighth class. I asked the boy to miss school for a day. Next, on my asking, he fetched some cardboard pieces on which we pasted on white paper. These were made out into daily and periodical maintenance charts. After lunch, the son went away and I took Chaudhary Sahib to the farm. Till that time, he knew only bicycle riding. Anyhow, I spent a few hours and taught him how to operate the tractor. In the evening; while Chaudhary Sahib watched, the charts where put on the walls so that they could act as
8. The war Was Lost Because of A Nail Centuries ago.reminders all the time through an automatic two-way communication. I talked to him and prepared brief history of the other tractors in the village . I introduced the Escort tract and explained its salient features. and he demonstrated while I watched. The opponent king analysed the reasons of his unexpected victory and . On the battle day. after a year. I also informed them about other implements. In the evening. There were about 15 such cases. we talked to all these other tractor owners and got an idea of their feelings. After the session. My mind kept on registering what all implements and accessories could be sold to them. I even told the five existing tractor owners that they could use our seeding attachment with the tiller to make a seedrill. a turban and Rs. Chaudhary Sahib walked into my office with a basketful of fruits. 5 towards shagun. Then Chaudhary Sahib was made to operate the tractor using tiller. Also. I told the village folk that whatever they could see was the result of only 48-hour training. Before lunch.there were five of them. I also had a look at their tractors and got information on what they grew and what implements they used. “On the morning of the fourth day. a battle was fought and it changed the density of a state and the people who were living there. On the third day. The result of all this was that after some time I sold three tractors in that village. I spent some hours with Chaudhary Sahib at the controls. I was really moved when. there was a gathering of about 40 to 50 people at the farm. In the evening. His forces fled and the battle was lost. Then I went to demonstrate the capability of the tractor by trilling about an acre of land. the day the king was ploughing through the enemy’s forces when suddenly his horse tumbled because of the shoe of its front foot having came off. He told me that he could return his entire tractor loan because of better yield resulting from our tractor’s use and also from the custom-hiring income. He said that he had come to make me his ustad. he should try to locate other prospective customers too. I asked him to keep on practising till it became his habit. I sat down with him and enquired about names of such people who had big land holdings. I met them and invited them also to Chaudhary Sahib’s farm the next morning. That was it and this caused the fall of the king.” This story reveals that the salesman should be a practical person and during installation. I took him with me and driving his tractor down the village. I invited them for coming to Chaudhary Lakhmichand’s farm after two days to have a look at Chaudhary Sahib operating the tractor and also to have a look at the tractor’s capability. “On the second day. his son read the chats. This state had an excellent army that was well provisioned.
In the morning. they were received by the farmer’s son> After the normal courtesies. J. He pacified the farmer and requested him to visit again on the next day. while ploughing his farm the front axle had hit a hidden rock. Mohan also offered to train them at his dealership and to supply special tools at discounted rates to them. Mr. He also offered Rs. it was discovered that the farmer had proudly put his son at the controls of the tractor and the son’s overconfidence had resulted in the tractor hitting a tree trunk while operating the tractor at full throttle. size painted signboard at the workshop of each of them. Mr. Parker was very sure of the quality of the tractor he marketed. Later. at that very moment. The result of all this was that Mohan was able to retail just within five months what he had planned to sell in the entire year. 300 per unit till such time his dealership sold the first 50 motorcycles. Late. an agitated farmer created a scene. There. were wrongly stapled and did not make any sense. x 3ft. Mr. The farmer’s son blurted out excitedly. A large sale may have been lost because the pages. And he learnt the lesson that a chain is only as strong as its weakest link. Parker of Ford Motor Co. damaging the tractor’s looks. On the bikes after that. Fortunately. Parker took the dealer and his service manager with him to the farm. Mr. Turning Competitors Into Your Own Sales Promoters Four friend Mohan Sonone of Jain Brothers Auto agencies Jalgaon had practically nil sale of a particular model of a motorcycle. Uncle Parker. K. “That will be great of you. parker asked him when he had learnt operating the tractor and if he would like to join an operator’s training course at the Ford School. Mr. 400 each as incentive for the first two mobikes sold to the prospects brought by a mechanic. Parker who was the area manager. happened to drive in for his routine sales call. but the nails of its shoes were worn out. of the quotation that was sent. because the training will help in avoiding another tractor accident. had an experience during his sales assignment in Australia. 9. He personally carried out a survey and met all the competitive brand’s mechanics of his area. As soon as the farmer left the dealership. That was it. broken and overturned the tractor. when the dealership pushed up its shutters. He found out that the farmer had bought a Ford tractor only six days earlier. The sign board had a visual of the motorcycle and carried the name of the mechanic as well as of Mohan Sonone’s establishment.found that the king’s horse had an excellent armour. 10 Handle a Customer Carefully And Creatively . . the incentive was to be Rs. He had a friendly chat with each of them and was subsequently successful in putting up a 6ft.
The young man wondered if it was at a cinema hall but Jagannadha informed that he never saw movies.” If the retailer would offer an Eveready battery. “Please give me a battery.” .11 Create the Need For Your Product .” “Do you fly much?” “No. And the visiting salesman would tell the retailer. 100 to the retailer. The young man did not give up and tried to remind Jagannadha if it was at Dolphin Hotel. A young man walked up to him and said that it seemed they had met earlier. “Do you drive the car a great deal?” the agent asked. isn’t it? 13 Be Clear About Your Market Segment . What do you think would happen? Very obvious. 12 Selling Creatively . He guaranteed that the tablets would give instant relief and Jagannadha could get them free if he bought a bottle of 50 vitamin capsules from him. Immediately.” replied the applicant. H. Jagannadha replied in the negative and pleaded with the young man not to ask him any more such questions as it gave him a headache. “Sorry. One day our friend M. Jagannadha could not recollect. Union Carbide India (manufacturers of Eveready batteries) had a scheme under which a few of their salesman would call incongnito upon the battery retailers. Jagannadha Rao was waiting to receive a friend at the railway station. “No. sir” said the agent. the salesman would give Rs. the young man opened his bag and produced a strip of tablets which were made by his company. The young man enquired if it was at a church in Vizag to which Jagannadha said that he had never been to a church. A man went into an insurance office to have his life insured. “we no longer insure pedestrians.
let us stop awhile and take stock of what we have been doing. that’s how. It seems relevant after my having share with you my research on sons. Empty the cup of your mind of its stale contents. How can we live a more meaningful and satisfying life? By wringing happiness out of every minute that is slipping through our fingers. but I do believe that I have a definite place in the divine scheme. Because. Spencer Johnson of One Minute Manger fame.” When we are speeding breathlessly along. However. it becomes imperative that we increase our balance in the Happiness Account. “One Minute for Myself. But our own happiness. We keep deluding ourselves by saying.” by Dr. she spread cheerfulness all around. We are blind to the glory of a sunset and the beauty of flowers. a book which has sold no less than 40.000 incarnations! Therefore. I think “myself” should have come first. is it not more important to go in the right direction first. and prepare it for fresh thoughts and ideas.Take Three Minutes to Think of Yourself First I am not excessively religious. Thoughtlessness first.. Now let’s stop a minute and think. This is how you go about it : First minute : Drive away all thoughts. “let me finish this thing. then wife.. how can you lend me a hundred rupees unless you have at least six hundred of your own? Thus. Cheerful herself. I was prompted to write this editorial after having listened several times to the audio tape. than to be so obsessed with the speed? Take it easy. I will tell you a simple technique for achieving this goal. next daughters and finally sons. zoom ahead. life passes us by. Now.. Make sure you’re on the right track.. daughters and wives. conversely. Reflect. God has created me after 84. After all. Perhaps I have inherited this disposition from my mother. then I’ll relax” or Let me slog for a few years more — then Haridwar. I learnt years ago to take care of myself. . then. and blunder along the wrong road. we can give others happiness only if we ourselves are sufficiently happy. She would take greater care of her “mental drawing room” than the one in the house.00. She looked after herself well and was usually in good humour. It is a pity that many of us are moving at great speeds without checking if we are going in the right direction. depends on our ability to make our near and dear ones happy. We are so busy looking at our speedmoters that we forget the milestones. Read. And. May of us are racing through life at such a frantic pace that we don’t have the time to stand and stare and think.00. to a large measure.000 copies. Take three minutes every three hours to think of yourself first. Relax.
I enjoy sharing with them what I have read recently. we talk. Shocked to hear this. They are happy. bruises an scars. . Lunch. that’s it! Think of similar achievements and you are on the way to thinking of yourself first. the day’s meeting commence. These hurt. I also learn a great deal by listening to them. and ask myself. I also learn a great deal by listening to them. This pleases my aesthetic sense and elevates my mood. Lunch. “What can I do now that will make me happy?” I don’t let any dismal thought intrude into my mind. I relish talking to my colleagues and dealer guests. Now. is more of a picnic. and they share their happiness with others. I relish talking to my colleagues and dealer guests. what is wrong if they have fun themselves and share the fun with others? After these general observations. And on top of it all.those who put smiles in their voices. my day begins pleasantly.I make the meetings yield the best results. In the process they collect a great deal of cuts. when I think of that moment of triumph I once again become the here. I bounce out of bed at 6 a. Somehow. By Minute Manager .Second minute : Think of what you can do now. And. The pain turns to resentment and keeps accumulating. All the bottled up anger starts showing in the tone of their voice and their dropping eyes and long faces. Often they are neatly dressed. Here. Then. one minute for praises an done minute for reprimands . for yourself that will make you happy. I enjoy sharing with them what I have ready recently. I carry the same sparkling spirit to office. Third minute : Start doing it or imaging that you have done it. come to think of it. is more of a picnic. One of them is this : I think of Hema Malini! Because way back in 1976 in Bangalore I was able to persuade here to sit on a Ford 3600 at the Ford launch and won a bet of two bottles of Scotch from may senior colleague. So. Observe them. But. contented and do not believe in bending themselves backwards to please others. we foolishly call them selfish. We sometimes come across people who sacrifice their own pleasure for the sake of others. at Escorts. are you? Why don’t you look around? Then there are some blessed souls . There I start the day by rearranging my cabin here and there. the people for whom sacrifices were made generally turn out to be ungrateful. Instead. at Escorts. I think of ways of making him and myself happy. If a dealer comes to visit me. Mr. I have may ways of doing it. joke discuss politics and have a real good time. or a little later. I breeze through them with a song in my heart. let me come to an individual instance (that’s me!). Indarjit Singh. They look after themselves first.one minute for setting goals.m. I start waking up my daughters with sunny cheerfulness in my voice.
Around 3 p. You can vary the duration of thinking about yourself to suit your style and convenience. It helps. What do you don? You can curse and fret and fume and louse up your own mood. At other times I enjoy the luxury of going out and buying a big watermelon or simply indulging in kite flying.m. 3. I always take time off for myself . I see with my mind’s eye . I stop doing for others when I stop enjoying doing for others. I have learnt to say no! I love to do somebody a favour. I am willing to feel hurt for others. Or you can do what I do — I think of some way of making myself happy. During the walk I hold communion with myself. I am not suggesting that you should make a fetish of the three-minutesevery-three-hours formula. 5. .. Suppose on your way to office you are stopped by the red light at a crossing. I consider ways and means of making myself happy. It makes them happy and gives me a great deal of pleasure. 1.m. success and lasting happiness. Here are some techniques that I have evolved for increasing the balance in my Happiness Account. but I do not fancy the idea of bleeding myself to death for others. Instead of letting a mistake disturb my present tranquility. I repeat this wholesome exercise at 6 p. Healthy people think of themselves. I put myself first. and 9. but I do not allow anybody to take me for granted. in the long run it is good for everybody. Does that sound selfish? Well. I use the lesson derived from it to enhance my future happiness. I learn from my mistakes. I again ask myself what I could do to make the Escorts Dealers Development Association Limited (EDDAL) more beneficial to its dealer members.an hour or so during which I can do whatever pleases me without feeling guilty about it> Sometimes I use it to take a walk around Humayun’s Tomb. Sick people neglect themselves. Hence my service to others is warm and sincere. And its side-effects are achievement. I do not sacrifice so much for others that it would start hurting me. I have discovered the unsurpassable joy of work.that deep-seated visionary faculty which is so powerfully symbolised by Lord Shivjee’s Third Eye. Sometimes I just play back to myself the floppies of what I have seen or read which would enable me to do my job better and would pull me out of an occasional indifferent mood. I have a sneaking suspicion that dowry deaths are the result of the “stamp collecting” phenomenon by those girls who were drilled to suffer and sacrifice. 4.m. 2. To me work is happiness because an honest day’s work is the best medicine for all ills. Am I selfish? I don’t think so. I also observe others and learn from their mistakes. p. They are my best teachers.
thinks. Agreed. say 100. I ask questions. “son. no one can ever insult you. There are always better ways to do what you are doing now. If you give more authority and responsibility to them. When you get a job. Relax and think for a while How much of your Mind did you use yesterday? You did several things. Thinking is done in your mind. I have been in the dealership business for 25 years. but no dealer has ever insulted me!” If you have self-confidence and self-esteem. 7... frankly. I never et insulted. how many of these could have been done by your assistants? Maybe 30. do you get a job manual? Maybe not. The sales manager after giving him a patient hearing. There Must Be a Better Way Think and you think of IBM! Yes. here is a “mind manual” which will enable you to do your job better. you get a user’s manual. have shouted at me. Mind your mind! Your mind is the best asset you have Most of us use only 10 per cent of our minds. And he gave the details. don’t you . no one can really offend me or shake my faith in myself. 3 Better Principles of Self-Management 1. Have you heard the following story? A young MBA rushed into the sales manager’s office and complained that he had been insulted by a dealer. it is happening and your money is going down the drain. said. We have been thinking about it and doing our best to find better ways in all walks of life. Therefore. “Thank” was “invented” by IBM and we “discovered” it in 1966. Mind perceives. and makes the process of exchanging thoughts and ideas immensely satisfying for both of us. Yes. Well. Think . The habit of asking questions also assists me in establishing healthy communication with my inner self. Now. I know my own worth...60 or even 90. Do you not believe that it can happen to you? Well. feels and wills. And we are convinced that it works. They help me avoid dumb mistakes. be hones with yourself. And it is just like our car being run with one piston working and with 30 percent extra air in its tyres. have delayed payments. Won’t it be wonderful if we got a mind-manual to do our jobs better at our offices and at our homes? What is a Mind Manual? When you buy a car. Dealers have virtually thrown me out of their showrooms. and prevent future misery. your assistants could have taken longer and could have even made more mistakes.6.
You can learn to use your mind... good thought-starters.. To those who try and concentrate. hard work.. But it is the miracle of your mind when suddenly an idea starts flashing on the screen of your mind. Our “acre” of land needs : tilling . finding short-cuts to get the production to meet the current needs of the day. You can do the indexing to suit your style and your present job. You will then have enough time to use your Mind. It will keep them busier and they will feel happier. On this wall. say six days or six months.discipline irrigation . the better it becomes. But a few of us underutilise it. but even after 10 or 20 or 30 years.” In your “acre”. of course keeping their minds open and also 6 per cent to 9 per cent empty. Relax and think. attitude and your style of management. It will never be full. In several offices we often see employees doing nothing. The older you get. you have a lot of pegs. It happens to everybody. Your mind is like a large.. provided you keep on using it. Now it is up to you to transfer this flash from your mind to a piece of paper. long hours fertilisers .. limitless white wall. the stronger it gets.. self .. Those who read job-related books. still better to jot it on your pocket memo pad and later on transfer to your diary. soak in newer and better ideas. Your mind can store as much information as you want it to...think they will improve themselves? They Definitely Will. The more you exercise it. What else will happen? Simple. visits to your counter parts to pick . This is the easiest way to harvest the crop of your acre. Your mind is even better than an acre.. You cannot expect good ideas to come out unless you put in seeds of good ideas. you can “grow” whatever you “put in”. Your mind is like a muscle. Won’t they? Of course. Identify such people in your organisation and give them a few such things to do which you are doing yourself. God gives this “acre” to everyone. commitment seeds . Some of us treat this “acre” with love and care like any good farmer. fully and it will take you towards your goals. good reading pesticides .. you can hang a good idea which you can easily retrieve when required. ideas come seemingly from nowhere. your best asset. On each peg. that will depend upon motivation. Let us put it in another way: “Your mind is an acre of land. because “germination” can take place not only within.
without exhausting itself. Now. talking.. Yet most people use only a small fraction of their mental ability.000 million neurons of the brains. Do you do it? If not. After that. In fact. News and World Report) tells us that research work on the brain has been so stepped us that research work on the brain has been so stepped up that the recent increase in information on the brain has been like an explosion..” Our mind comes as “standard equipment” at birth and it is free. sleeping. In an article on human brain. Even though we don’t recall all the information received. being the farmer-owner of this acre. and so on. it would occupy space comparable to the size of the Empire State Building (1.aided by new computer programmes that can simulate brain cells in action . If a computer to match the brain’s potential was built. far surpasses that of any potential machine.has now come into existence. Please remember : Thinking can also be done by your subordinates.luck (may God be on your side). shaving. But this term is quite inadequate. And we place little value on things that are given to us for nothing. Our Scientist has called the brain an “engine of thought”.000 watts of electrical power to run. Amen. The cost would be equally immense. Accept it. keep your eyes and ears open.is now revealing that the bran is far more intricate than any mechanical device imaginable. Allman.. Thinking is also to be done while you are travelling. Unfortunately. according to the article in Span. the power remains largely untapped.Brain Science . Tomorrow is always another day.000. should decide what you want to put in. In fact. The human brain retains everything it takes in and never forgets anything. three out of ten times you will get fairly alright results and two out of ten times you will get poor results. . you. it can record 800 memories a second for the average 75 years many of us live. visiting others. with all its capacity for instant differentiation. The mind is one of God’s most amazing gifts to man. Senior Editor of U. no matter how great its capabilities. and then start looking after the plant when it is growing. About the size of half a grapefruit.000.” Another article “Our Wondrous Brain” published in the American magazine Span (September 1989 and edited by William F. the Plain Truth (October 1988) writes : “The brain is a fabulous mechanism. everything is on permanent file in our brain. It is part of the game.S. You have to encourage them to get involved in thinking. For many. “An explosion of recent findings in brain Science . try to develop this habit. Five out of ten times you will get good results. we value only those things that we pay for. for the functioning in unison of the 100.up ideas rains .250 feet tall) and need 1. a whole new branch of Science .
If you are asked to join the following nine dots with four straight lines without lifting your pen. but the wire mesh came in the way.Soak the problem into your system. Education without common sense. Think and give it a try. believe it. experience and exposure is never complete. OPP. It tried to reach it. The guru fisted his hand and asked the student to name what it contained. POPCORN. you limit your scope and span of thinking. quenched its thirst with the clean water. Let your subconscious mind work on it round the clock. POP. visit and talk to a lot of people. The more innovative ones expand the size of the dots so that they overlap each other. Another crow who was sitting nearby and observing all that was happening waited with patience for a few minutes so that the mud could settle down. the sleeping thoughts will come up like POP. the guru opened his fist which held a finger ring. Frustrated . Develop common sense and use it since it is your best friend in the world. it started pacing up and down alongside the wire mesh until it saw that the wire mesh was only six feet wide. It flew away without drinking the water. A chicken saw some foodgrain across the other side of a wire mesh. The guru complemented the student but asked him to name the object. This is the process of putting the heat on in your mind and. Incidentally. The shishya. told the guru that it was a round object with a hole in it. This reminds us of a story. It pecked at the wire mesh in desperation but to no avail. The student made some more calculations and said that it was a grinding wheel. even one straight line can join the 9 dots. The crow who had dropped the pebbles saw that the water that came up was muddy. In an ashram. his story has now been modified. you cannot do it until you widen your span of thinking and extend it to the region that lies outside the nine dots. Also remember the crow in grandma’s story that could raise the level of water in the pitcher by dropping pebbles into it. Meet. Once so done. The crow solved the problem by thinking and using its mind. The above story just points out that when you are thinking. It went over to the side where the wire mesh did not exist and reached the grains. He agreed to take a test before venturing out. after a lot of calculations. Think ( a few mind bogglers) : Why is the engine of the car normally in the front? How was the tyre invented? Why do we drive on the left side of the road? . a disciple insisted with his guru that he (the shishya) was ready to go into the world. To his surprise. It reminds us of a another story in a film that was shown on American television network many years ago.
we normally sort them out. We attach the following slip to the returned letter. You can also give your reply on this letter itself and return. i. How many of them really warrant the time you are spending on them? Often you find that identifying small problems and delegating them to subordinates will leave you with enough time to handle bigger and more complex problems. We have seen from our working experience that very often our dealer is happier to get back our reply on his own original letter sheet as it takes less time. Of course. We can send you gold embossed replies . Think about those situations that are bothering you now. Do It Now. you will find out sooner and will therefore think of a still better way to avoid similar repetitions. Now. we had a colleague at Escorts who used to spend a lot of his time in allocating our office staff car to the dealers while they were in Delhi and Faridabad for official work. why not EDDAL? We want to reply to you the same day. On several occasions. apologise. individually dictated and typed letters . He used to schedule and reschedule.and vice versa. we reply many of our letters instantly in this way. We are assuming that you will be using your better judgment and applying this principle to the “Potato-sorting” type of decisions. it’s time for action.in 7 days. the “earth-shaking” decisions can wait for consideration and thought. One fine day. He used to feel that he was working very hard without realising that this task could be handled by his secretary. It happens so automatically that we do not really have to exert ourselves. Often so much time is wasted on “sorting potato” type of decisions that very little time is left for the big decisions those we get paid for. While buying potatoes. returning your letter with our comments . but do we really think too much of the size we want? No. Do not postpone what you can do now. Experience will make you better and better. If Americans do it. Many years ago.How was the zipper invented? Do it now After you have done the Thinking. . he had worked his way up the ranks and had formed similar habits.after 15 days routine replies .e. his boss had to put a stop to it and asked him to get involved in bigger decisions. We believe you will prefer efficiency to the formalities of a nicely typed letter. If it is wrong. you will soon find out. make urgent phone calls. and so on. AS simple as that. today. he used to land up in confusion because many dealers used to drop in together on a particular day.after 30-45 days-at your cost. At Escorts Dealers Development Association Limited. If the decision you make is good.same day.
More often than not he has been annoyed over a trifling matter and had he been handled properly. “Dear madam.. 13) to get rid of most of the papers. always. people will respect you because they will also reciprocate by following this principle. Look around and think. say when you feel it should be said. at least for you.General of Massachusetts that you are the mother of five sons who have died gloriously on the field of battle. You will then have enough time to do important things NOW. “I have been shown in the files of the War Department a statement of the Adjutant . When you follow this principle.” If President Lincoln could write this letter when he had a thousand preoccupations. Have you ever thought that a lightning phone call is normally the result of a delayed post card which you could have written in time but kept on postponing because you thought that you did not have the time to write it? Mind it. it was only your thought. or how you say.m. Did you sincerely try to find the time to write it? We are sure. you should also find time to attend to the minute details of your day-to-day life. But I cannot refrain from tendering you the consolation that may be found in the thanks of the republic they died to save. the tortoise could have never made it to the winning post first. in the midst of a raging war. When you say that you will do it at 9 a. Let us put it this way : The world’s largest fires can be extinguished with merely a cup of water if it is poured at the right moment at the right place where the spark ignites the fire. I feel how weak and fruitless must be any word of mine which should attempt to beguile you from the grief of a loss so overwhelming. We give here some relevant excerpts : Abraham Lincoln.” Had the hare remembered it and not gone to doze off in the midst of the race.” he wrote.. found time to write the now famous letter to Mrs. Bixby. We are sure that you want to be a winner . More important than what you say. Remember the axiom : “Do Important Jobs NOW Before They Become Urgent. This is what differentiates winners from losers. Send or give sincere compliments when you have liked the food.This reminds us of an interesting article on the subject.. Think about your most annoyed customer. and then you actually do it at 9 a.m. Also use Waste paper Basket (File No. his . no... be sure that your colleagues also follow this principle and the efficiency of your office will go up. I pray that our Heavenly Father may assuage the anguish of your bereavement and leave you only the cherished memory of the loved and lost and solemn pride that must be yours to have laid so costly a sacrifice upon the altar of freedom. is when you say.
” The idea is that in several situations the concept of sensible approximation should be applied. “No” to an idea does not mean it is “No” forever. clues will come your way and you can then build on them. the caps of the soldiers were being changed from one design to another. Many ideas fail not because the timing is either advanced or retarded. they were going in their Toyota and the son asked his father if he could buy the elephant. next decade it will be “Yes”. just make a guess and very often this may be cheaper and faster than collecting detailed information or statistics.annoyance would have disappeared and he would have been probably your best customer. The General asked his ADC how many caps would be required to be changed. then hope for the best. Asking for the order is very important for a salesman is shy to ask for the order. remember. And. It will also rule out the possibility of doing what should not be done. 3. The father gave him permission. In other words. Let us illustrate : “In the French Army.” More questions mean you have been thinking (supposedly!). Let us tell you a story : “Once a father and his son were walking down he road and an elephant crossed their way. When he gave the General a compiled report. The son wanted to buy the elephant and the father said ‘No. The son wanted to buy the elephant crossed their way. Do your home work as if you are having a “love affair”. ‘How accurate do you want the information to be? May be he could have answered from experience and that was probably what the General wanted. The ADC was shocked at first but then he realised that he should have asked the General. This principle will help you further to increase your productivity. Ask For It Once you have a conviction and you are not “begging” for your own benefit entirely. Ask questions whenever there is something even remotely connected with your work. Today we can afford it. 13 (waste paper basket). go ahead and ASK FOR IT. This is how most good ideas have originated. The father said. This works 90 per cent of the time. Maybe next day. the General put it in File No.” . After 15 years or so. next month. only the sixth draft can be good enough to send into whom you are requesting. at that time we were poor and our priorities were different. Write it down (Your request). It has been wisely said : “Ask dumb questions and you will not make dumb mistakes. it is for that moment. The ADC took this to be a very serious assignment and worked on it for the next six days. As simple as that. The son could not refrain himself and asked his father why he had not allowed the same thing 15 years ago when the elephant was a available at a far less price. on several occasions. ‘Son.
put yourself in the shoes of the person from whom you are asking and.I will stay on may own in India (I still have cousins almost everywhere in the country). The request stated the following : “As I am Indian. Remember. The news item kept him awake. he got an assignment as Special Consultant to Soybean Council of America and was sent for 45 days with all expenses borne by the company in addition to 25 dollars per day for coverage of out-of-pocket expenses. make your request. Many of the ideas given in this book have been collected by following this principle. Moreover. .S. the more you get them. Similarly. he was keen to meet his parents residing in India.A. Sewell Andrews.”Believe it. At that time. I will repay my air fare in installments.A. within six days of the request being put up. he wrote a request to his company’s Mr. travel by PANAM 1st class. On my return to the U. accordingly. one of the authors of this book followed this principle and was rewarded with an around-the-world tour. he read a small news item that the company was sending a twomember team to India. Mercury. (EIP). normally no one wants to say “NO”. you must do your home work well.. The more you ask for ideas. At Escorts. Yamaha” training programmes for the company’s dealers were based on this very principle. I can help the team in carrying out a better survey. we had to write over 1000 letters for collecting the facts and information and we had to meet a lot of people before putting up the request to the top management of our company. However.Ask again and again. Years ago. he was able to attend the 5th International Food Fair in New York. All I want from the company is my regular pay while I am on tour. our 1982 and 1984 “ MiniMBA with Ford. he was working with General Mills in the U. before you ask for something. Burma and Ceylon for surveying the dietary habits with a view to include soybeans as part of the PL 480 scheme. In the case of “Mini-MBA” programmes.S. In the company’s house magazine. At last.
The marketing plan will ultimately become an integral part of your overall business plan. these steps are not easy nor simple. you are probably doomed to failure. Develop and clearly state your goals in a written plan. and people might think that it’s the most interesting thing they’ve seen in a decade. If you are going to accept the challenge. However. The next step in starting a new venture begins with listening to the marketplace.10 Steps To Small Business Success Starting a business. This process involves the mastery of ten steps. They give you a sense of direction and help you get to your destination. Similar to playing a video game. Regardless of how astute you may be in business. It is an outline of the direction in which you plan to take your company. However. how you are going to penetrate the market. you should maser each level before moving on to the next one. Each level involves a tremendous amount of effort and a lot of street smarts to work effectively. Develop your marketing plan : The purpose of the marketing plan is to describe how you will attempt to create and maintain customers for a profit. but if you can sell only a handful (to your immediate family and in-laws). why you will be successful with your sales campaigns. which will then serve as your road map. an analysis of your business strengths and weakness. In order to verify that there is a need for your product. Here are the ten steps : Develop your personal and company goals : New business success requires a combination of knowing that you are doing and capitalizing on a good opportunity. but it must be completed first. effort. and a skeleton from which your formal business plan will later . and expense. how much you will sell annually over the next five years. You may have the most exciting product in the world. a successful business of your own. Define a viable market segment for your product or service. the majority of entrepreneurs first come up with a product they think is “hot” before determining the existence of sufficient demand for the product. if the market isn’t there to support you. with a minimum of time. is a serious endeavor and requires consi derable preparation. It needs to state whom you are going to sell to. before you develop a product to satisfy that need. and finally. given its share of rewards and risk. Write your initial version of the business plan : Your business plan must reflect the unique environment you will be operating in as well as what you plan to be your competitive advantage. then you cannot expect to go very far. then you must do everything you can to improve your chances for success. you must test the market by conducting a variety of market research. Define an unmet consumer need first.
The rough business plan you developed in Level IV should help you to attract top talent to your company. This is the document you will use to secure the financing you need to get your business off the ground. and it will also help you to begin developing your financial projections. Determine your financing needs : Once you have developed a rough business plan. If there are any holes in your team at this point. you can begin to determine your financing needs. executed in order. A business plan should convincingly demonstrate that your business can sell enough of its product or service to make a satisfactory profit and be attractive to potential backers. Your marketing analysis leads to sales forecasts. which determine your staffing level. In addition. you will need strong management tools and marketing skills in order to make sure you stay in business. Finalize your financing needs and create your formal business plan : Starting with the rough business plan. and defines your operating budget. you must make sure you have put together a solid management team. Getting a company started is only half the battle. which will be incorporated into your formal business plan. Market your product/ service and manage your business to achieve your goals : The last step in the process involves the ongoing management and marketing of your business. and directors : Before developing your formal business plan. builds a solid foundation for the steps that follow. Develop a marketing strategy to obtain financing for your company : I’m not talking here about the marketing strategy to sell your product or service. attracting capital on your terms : Once you’ve developed a strategy for approaching financing sources. Once you’re in business.be developed. . Each step. you must make use of the negotiating tools that will give you an inside edge on the competition and enable you to attract capital on your terms rather than on those of your investors’. you begin to gain the needed experience. it will help you to build a strong board of directors or board of advisors. managers. It will assist you in securing the key people you need. put together a full-fledged formal business plan. but a strategy to sell yourself and your company to financiers in order to raise the capital that your business needs. It will also serve as an operating manual for your business once it has been funded. Market your plan successfully. By progressing in this manner. Form your key teams : founders. they should be filled. from which you can generate proformas (financial projections) and determine your projected cash flow. rather than using the typical haphazard approach.
However. While these motivations are real and relevant in the initial stages of liberalisation. the government notified through PN 18 a protection mechanism whereby Indian joint venture partners were not shortchanged in the scheme of an MNC's India plans. Likewise. It is the lack of an appreciation and alignment of long term interests. What happens after the MNC got very familiar with the local business environment and success drivers? What happens when the business needs capital to match the growth objectives of the MNC? These and similar issues not comprehended by contracting parties have led to the disbanding of many joint ventures. eliminating competition and / or reducing the time to market (especially with respect to the market leader. Such an approach to market entry by the MNCs and the strategy of existing domestic players had certain apparent complementaries which made such an arrangement relevant. Any foreign entity that had an existing or previous venture or tie up had to get a No Objection Certificate from its existing Indian partner before setting up another business in the same or allied field. The intent of PN 18 cannot be faulted. With growing disbanding of JVs. and more importantly the "why" of a partnership. and at time abuse by certain Indian partners that led to the questioning of the operationalisation of protection for Indian partners.. that has led to failed JVs. a partnership founded on immediate needs of the partners is unlikely to sustain in the long run. established domestic players typically get motivated and attracted to the prospect of "globalising" by aligning with an MNC. and growing interest of MNCs to operate in India on their own. it is its application. On the other hand. Legislative Intent It is in the backdrop of the above experience with joint ventures that the now epitaphed "Press Note 18" needs to be reckoned with. and in certain instances. where upon liberalization. would want to de-risk its business model to take care of local unknown risk in making a successful entry.g. as in the case of a famous beverages MNC's entry into India revealed) has been another motivation.The Making of Successful Joint Ventures It has been the experience of most developing economies. as a measure of protective intent. e. especially in newly liberalized market. The growing number of cases of Indian partners holding bona fide . especially India. knowing local tastes and practices. The MCN. the entry of many an MNC into the market has been structured as joint ventures. out of a timely cashing out before the MNCs with huge financial muscle got established here. as has been the experience over the last decade.
a joint venture between them is by design destined to be terminated sooner or later.Establish concrete understanding and suitably document respective roles and contributions. Ensuring a broad business plan for a minimum of 5 years that is jointly evolved by the two partners would greatly help in this understanding. relying on legislative protection for termination or operation of the partners. particularly on account of reference to "previous" JVs also. as also what is NOT An Indian partner who expects the MNC to bring in all its new innovations in technology needs to have it understood and agreed by the MNC. barring any conractual obligations. i. once a foreign partner exists a JV. the course of future joint ventures and the implications on the partners upon termination is now very much left to contractual arrangements such as conflict of interest and non-compete clauses. but at times not dealt with adequately in partnerships at the time of entering into the partnership are : Partners should thoroughly understand and align their respective motovations it cannot be overstated that unless the two partners have an alignment in terms of the long term need for each other. Some of the very important facets. Imperatives The removal of the legislative protection or intervention in the operation of two JV partners brings into focus the need for the two parties to be comprehensive in their approach to the JV and its documentation thereof. a pragmatic solution has been embodied whereby he reference to "previous" ventures is no longer relevant. the government has recently notified PN 1 (2005) whereby in spirit. Establish Alignment of Vision and Goals An MNC looking to achieve a multi-billion dollar turnover which calls for significant infusion of capital may be foolhardy partnering with a domestic partner who either does no share the same vision or does not have the wherewithal. As to joint ventures that are currently in vogue.e. sooner or later differences will surface between expectations and actions. it would be free to re-enter the same field of activity. Without such an explicit understanding. . led to a much needed review of the policy. Without such and agreed by the MNC.. After much debate. This is very much the way it should be instead of two parties contracting commercially.actions of MNCs to ransom.
“stop reading now and do something else with your time”. Asking More Questions 4. Referral selling is again a terrible joke in the business world. You can every Single one of your business colleagues involved in professional selling know That referral selling is the easiest. idiotic activity in the business world today not only do we waste our own time. Prospecting 3. Knowledge 5.T. The Presentation 9. 5. and simple. Prospecting is perhaps the most misunderstood. (Very Important Top Officer) results in Nothing other than catastrophe the vast majority of the time . who is to blame for this mass? 6. we don’t even know when to ask them! 4.T.10 Steps To Double Your Sales Without Any Costs Sales is relatively easy. Knowledge in the sales world is a tragic and comedic joke many sales people do not even know what they are talking about.O. If you are one of these people that are related to Frank Sinatra” I am going to do it my way. We some times treat time like it is an unending assets and we pay the price: The hassle and grief of failure! 2. Not only do we not know what questions to ask and how to ask them. You don’t control it. 3. 2. we also waste the time of our prospects. After Sales Service Some comments about the above 10 steps for your consideration are: 1.O. much less what to talk about. The Sales Call 8. Closing the Order 10.I. The 10 steps are as follows: 1. Time Management 2. Gaining the Appointment with V. Asking more question is a lost art. you don’t manage it. Referrals 6. YOU. take a studied approach to this article and have an open mind. it is the people involved in the selling process that make it difficult in other words. To get the most out of this paper. straight forward. Gaining the appointment with V.I. Most productive and enjoyable method of Selling on the planet today and yet you don’t’ do it. and you don’t even incent yourself or your sales people to do it! So. (Very Important Top Officer) 7.
O.I. but it has absolutely no impact. and profitable. Why? Well. burn. The double tragedy of closing the order is that all the hard. However. Speak to any decision make and ask them what they ideally like as a result of a sales call (and please note they have not even bought anything yet). and lastly your products and services. your company.T.I. world. Most sales people in North America Know two closing techniques (there are 12 in the capital goods sales business) and use only one That’s little bit like going into battle with a pea shooter you may hit something once in a while. and overcomes or minimizes their problems. Closing the order is again a horrifying weakness in the sales. V. Just like life. Was not impressed with you. Getting Into Your Customer’s Head. more often than not. Most presentation that you personally have attended were they a success or a failure? Yes. and crash effort. and abundant work that your sales people put into getting to this stage go up in smoke because they can not properly ask for the order and make it easy for the prospect to say yes. 7. enjoyable.O. your approach. And if the above problems of not knowing closing techniques and how to use them were the only ones you had to solve. Sales calls are centred on books like Spin Selling. masochistic. most are failures versus successes.in one of two arenas: Trying to gain the appointment itself is usually a flame. Every last one of them will tell you that they appreciate sales Calls where the sales person has provided value in the form of consultative information and advice which they can use to make their personal business life more comfortable. The moment of truth is the presentation where you actually try to convince the prospect to buy your product or service that provides them with what they want. If you are lucky enough (or perhaps more accurately unfortunate enough) to gain the appointment with V. The brief meeting is.T. and other such publications. such Approaches are somewhere between innocent and naiva relative to making a successful sales call. They violate a few basic rules and therefore may be: ○ Boring Not memorable or interesting ○ Not believable ○ And create little or no enthusiasm 9. In today’s business world. it’s not what you do. but how you do it that makes you a success or a failure. 99% of all sales calls certainly come nowhere close to doing that!!! 8. somewhere between complete failure and a painful experience in other words. your task would still be significant if it were not for two more associated problems some salespeople are over aqqressive and close too early and too often and alienate the prospect!!! .
and the like. repeat business and referrals. yadda. easy to do. Do not go to your office in the morning! Yes. These solutions are practical “rubber hit the road. which must get involved on any issue that is not resolved to the customer’s satisfaction. Sales people are ill trained and have zero motivation to get involved in this crucial step which leads.10. fail proof.. yadda. “After sales service” are simply three words to most sales people. to do list. to massive amounts of customer loyalty. Go ahead and do the two instant A’s which are: –Pick the phone up and make an appointment with a prospect. It is true “leadership . and your personal job satisfaction.mantras of goals. These telephone calls will be the most productive calls you will make day in and day out once you get in the habit of making them. meaning Nothing to them personally. where you can collapse the sales cycles and close more orders more often (inventory turns take off like a rocket!). After sales service is usually left to Maintenance and Education Department versus the Sales Department. activities. you are not there to be interrupted with problems that can get solved by other people and to be called in to a series of inconsequential meetings (two of the top time wasters in North America today!!!). along with eliminating the hassle and grief of burning time. Now I know exactly what you’re thinking and probably saying to yourself. you cannot be out making calls with your sales people to prospects. and profitable solutions. “and in a “do it now” time frame. Now that we know what the heck is wrong with these 10 steps. unique. enjoyment. “Where am I going to find the time to do the rest of my job?” The answer is really simple While you are away from the office in the morning. We are not going to review these pillar and eternal truths of time management. please find below some fun. 1. but we sure would like to make you aware of two of the most important and easy to make changes in how your manage time your only and most important asset! If you just follow these two recommendation below your business life will be filled with fun and profits. – Pick the phone up and gain referrals from your happy customers. Time Management The #1 reason for your personal failure or success is time management!!! You probably have been through some time management courses that go through all the usual “ to do” lists.. and fun will soar. The other recommendation involves “dead time” such as having five minutes in which you really have no processing task to do. “Do not go to your office in the morning” Because when you do that. when successfully done. Simply do this one physical action of not steering your are in to the office in the morning.
ask yourself.in action” where you truly can be an example to motivate and inspire your sales people into the same productive phone calls. Take 30 days. 2. It will cost you money. here is an examination paper of the YWCA which you can give to your managers with the following suggestions : 1. It will cost you time. to study and think about. the majority of Fortune 500 corporations do exactly that. . 2. easy attrition. 7. By the way.We don’t know of two more certain ways for sales failure. tell them to present the answer paper in 30 pages. “If I am not going to do these two things with my time. where your customer almost feels obligated to provide the names of business colleagues who may by in the market for your products and service: –Right after closing the order –On delivery –After solving a significant problem –After delivering unexpected good news. per participant 3. Well. Ready Copy. 1. It should be professional.. Buy books. 4. At a good place-not in your offices. Audit Your Managers' Skills & Attitudes Recall the classic Sholay and the Thakur putting Amitabh and Dharmendra to an acid test to see how "fighting fit" they still were. Yes. should be primarily based on referrals! There are four best times to ask for referrals. Prospecting All prospecting from this point onwards. Give "Mini MBA' certificates to those who pass. You will be able to upgrade your knowledge too! 6. and to the balance give another 30 days to shape up or ship out. Give marks. Consult. constant turnover. But you will be able to sharpen the mental axes of your people.000 budget. resulting insignificant sales.. Give a Rs. And then. and on going pain! And yet. Your only other choice is to chased own leads (all of which your competition most likely know about!) or make cold calls. Hold a one-day seminar. what will do with my time?” We have yet to speak to any executive who is able to answer that question intelligently. 5. 8. Make the required copies and give to each participant.
while the market price is around Rs. 7. agreed. Question Set No. 6000. He is the profit." Comment on this statement.9. How will you go about buying it? 5. Do your "SWOT" analysis : your strengths. . You are manager of a TV shop in Lajpat Nagar. This may not be the best way. Is competition good or bad for us as consumers? Give your views based on your experiences and exposure. More foreign brands are coming in. What steps will you take to sell more TVs in your area? lllustrate your answer by developing a cost-benefit analysis of your suggestion. Is it good or bad for us as consumers? Give your views.light their differences taking any product as an example.You have to sell yourself for a job opening at a car franchise. What are the principles of Advertising and Sales Promotion? How different are they for industrial goods and consumer durables? Write your views using the goods of your choice as examples. your weaknesses. What will the marketing scenario look like in 2000 A. What is marketing and what is selling? High . your opportunities and your threats. but get going to improvise to meet your special requirements.000. What are the factors influencing customer behaviour when buying a motorcycle or a scooter? How do they differ from the purchase of toothpaste? Give the reasons for making your purchase decisions.? 2. Elaborate how competition can enhance consumer welfare. everything else is overhead. 10. 6. preferably with specific examples. What is meant by channels of distribution? Give details of these channels around two products of your choice. 9. Illustrate your answer with the help of the various principles.D. 1 1. 2. List the major changes that you think have taken place during the last five years. Our economy is opening up. What is meant by service after sale? What are the prerequisites for attaining customer satisfaction from service after sale? 8. 4. You want to buy a refrigerator for your home in May and you have only Rs. 3.2 1. "The Customer is the Bos. Why should you be hired? Question Set No. 12. The marketing scene in India is undergoing transformation.
10. 4. even if it was yesterday? We’ll review the process of a group presentation step-by-step. What is the role of packaging and branding in the selling of products? Give your experiences and exposure. but accomlishing this with a whole group is usually even more complex. Involving the people and getting them to communicate is our primary objective in this initiation phase. or product to a group. Initiation In this phase.3. Objective Identification. and open up to more possibilities. When we do this early in the meeting. We also want them to participate in a positive way. Give factors influencing consumer behaviour in the purchase of an automobile. indirect and personal selling? How can this be integrated. in the selling of management books 9.How will you handle a difficult customer in a motorcycle shop? First put yourself in the shoes of the shopowner and secondly in the shoes of the customer. They also become involved . Give examples of good and bad advertising and sales promotion. program. we may not know what kind of support we have from all the individuals. When selling to a committee. and how does this influence channels of distribution? Give examples of the products. Gaining the agreement or commitment of one person is difficult enough. Presentation. 6. What is niche marketing? Give details through examples in India or abroad. And who knows how they’ve been influenced since we saw them last. We’ll suggest approaches that we and a number of our clients have found far more effective than more traditional approaches. Benefits Clarification. Inspiring Group Management Gaining the buy-in of a committee or group could be one of the toughest sales any management faces. Advertisement and Sales Promotion: describe its role in our economy in 1996 and 2006. even if we have met with them individually (and hopefully we have!). What is a product life-cycle? Give examples. How can you prolong the life-cycle of Coca-Cola? 7. What are its implications for the management of the company? 5. we plan to present an idea. The steps are Initiation. people tend to drop their defences. from ‘initiation’ to ‘close’. What is the difference between consumer products and industrial products? What are the factors according to which products are classified in these two categories. le us say. 8. What is the role of direct. and Close.
what are you particularly looking forward to about this project? etc. When laying the foundation of a . The question might be something like : What are the three most strategic or critical elements that you feel need to be addressed in this situation? Or. so the question should be on the right side. Inspirations From Lord Ganesh Jee For Managers Ganesha is known through out the length and breadth of South Asia as the fountainhead of wisdom and courage. While it is okay to have them start thinking early in the meeting. Objectives identification In this phase. not shut down. One key is to use an effective question to start the meeting. It is important to identify the elements that are important from each individual’s perspective. What do you most appreciate about how you have handled the process? Now that the team is formed. They need to be probed until the individuals agree that there are no more fundamental underlying objectives or issues. We cannot deal with them if we do not know what they are! List the issues or objectives as specifically as possible on a flip chart. we want each of the people to be fully “present” and attentive to our subjective. support the organization in moving towards where we want it to be? Write the objectives or issues as specifically as possible on a flip chart (which you’ll also use for your presentation later). As soon as possible. Ask each if they agree that these are the critical areas of interest. When the list seems complete. we don’t want them to have to think too hard! Some questions you could ask are : You have come a long way in this project. Now and only now are we ready for the actual presentation. Obtain explicit agreement to the list. what aspects of this situation do you feel are most important to the success of the project? How would those issues. We want people to open up. verify that nothing has been left out. We want the question to encourage positive comments. Then we need to probe until the individuals agree there are no more underlying issues or objectives.and focused on the meeting and objective. Use this list directly in the actual presentation that follows. objectives need to be identified from each individual’s personal and current perspective. Explicitly ask for agreement every step of the way. if resolved.
and during a training session it becomes an audio-visual show! Let's go to the symbols of Ganesha to get our managerial inspirations. and assure a bountiful harvest.. Prayers to Ganesha precede all religious ceremonies. Management is always 86% of the problem .. At Diwali and New Year many greeting cards are Ganesha's. and so on. in this case a good harvest. and took his place among these principal dieties.C. as the sone of Shiva and Parvati. These stories are important and interesting.are contained in the Puranas. the sound from which the world was created. the first word.. Vishnu for preservation and Shiva for destruction.his wisdom and courage made it possible to conquer the farmer's worst problem. These stories teach the truths and beliefs and values of the religion in the simplest ways possible . and a trident to one side .building. and I would strongly suggest that my readers do their own research in this area.often contradictory . Ganesha is believed to embody OM. Ganesha is pictured with a sheaf of corn and sugarcane. . Early representations of Ganesha show an elephant-headed warier with the beard of a rishi. in business and at home. Now new business or industry is started without a prayer to him. with a sword and snake in one hand and quill pen in the other. Ganesha is invoked before placing the first stone. It leaves a lasting image in the minds of adults and children alike. in the Deccan region. Ganesha is unique because he emerged before and alongside. Different stories of the origin and qualities of Ganesha arose in different parts of Indian over the years. and driving a rat.on the job. Ganesha's Background Ganesha's background is very interesting. His excellent image took thousands of years to evolve. namely rats. Brahma stands for creation. It is an effective visualization-cum-association. Travellers on lonely roads stop and pray at roadside Ganesha shrines. Many of these . and was worshipped by several sects in different parts of the country.the embodiment of courage and wisdom combined. comforting themselves that Ganpati will remove all dangers in their path. Symbology has been one of the most effective ways to communicate ideas since the dawn of civilization. Here Ganesha is the guardian and protector of success. In Hindu civilization. because of his wisdom and courage and the depth of his influence in the population. For a few years Ganesha has fascinated me as a student of management. Later.including by laughing and poking fun at the gods in their all-too-human predicaments. about the time of the Mahabharata. In Maharashtra and Orissa it becomes a frenzy which has to be seen to be believed. I did some research on the subject which I want to share with you so that we can all become more effective managers. and VAK. Ganesha started emerging as early as 1200 B.
He mistakes his rump for his head. He's so full of himself that he doesn't have time for others. He nurtures his own understanding and discrimination by reflecting on his own and others' experience. his goal orientation. When you think about it. and because he likes this challenge he is becoming better and better at it. as husband and wife. He just can't seem to get up any steam. Parvati posted Nandi. He's always oppressed. as we approach the 21st century. Shiva walked in. know for his quick anger. all different kinds of people. his associates and tier armies. He's terrified of change. but still could not defeat Ganesha. and Nandi did not stop him. Eventually he had to behead Ganesha by unfair means. He likes to help others realise goals. Parvati was furious. and his adaptability. Shiva came again one day from his travels and was stopped by Ganesha from entering his own house without the permission of Parvati. The fact is. Well. He can't lead others. As usual. The opposite. It was confusion compounded. at the door of her palace with specific instructions not to allow anyone to come in when she was having her bath. is Gobarganesha. More and more they needed wisdom and judgment. He always operates at 150 per cent of capacity. he doesn't know what he wants to be or do. he knows that is what keeps him happy and growing. always put upon. He likes to set goals and solve problems. Parvati. According to mythology. It was like this : Shiva came and went as he pleased and Parvati was irked by his instrusions on her privacy. It never occurred to him that that's something he has to decide for himself. Shiva travelled a lot. not just strength. his ability to solve problems and remove obstacles. Ganesha was the sone of Shiva and Parvati. A Ganesha manager likes people. Shiva had to use his army. according to our mythology. his capability as a communicator. especially for managers. He enjoys doing things better. shiva's attendant. . He hopes that by obediently wallowing he can survive. made a son out of the saffron paste she removed from her own body and created a boy. had differences like any husband and wife have today. to survive. He is always looking forward.What Ganesha Means for Managers What I have found to be the common thread in Ganesha's long evolution is his wisdom and judgment. She liked her creation so much that she made Ganesha her on. the Remover of Obstacles. Shiva and Parvati. He makes others feel tired and unhappy. such a huge potential getting wasted! The Ganesha Way Ganesha is Vigneshawara. and piles up problems there. carrying them around instead of solving them. and he likes to work. with clear and friendly eyes. in her own right a goddess. went away in a huff. Parvati had no choice but to get an attendant who was loyal to her. Shiva. he's got no goal. these are the qualities that our forefathers needed as they advanced from hunters to agriculturalists and citizens. and used her shakti to create Ma Kali and Ma Durga. These qualities are no less at a premium today.
Ganesha's twisted trunk represents the zig-zag path to wisdom. Gobarganesha. who has to be everywhere and anywhere at short notice to remove obstacles. As a recurrent threat to the harvest. chews through anything. of course. But the rat also represents swiftness of movement. eternal witness. the lowly mouse or rat. natural and guileless. The elephant head is the overseeing. the writer and communicator. The wise do discriminate as to what to do and what not to do. He also gave him the name Vigneshwara — one who can remove obstacles. legendary. He met the obstacles head-on. it is vast enough to hold all wisdom and all life! Moreover. the pot-belly has endeared him to the population as it makes him look like a loveable child . Shiva blessed his son and decreed him to be worthy of worship forever. All experience must be subjected to scrutiny to determine what is essential and what is non-essential. This is a critical aspect of judgement. Lokmanya Tilak began the tradition of making the Ganesha Chaturthi festival a community event in 1892 to bring the people together to achieve the goal of independence! Ganesha's vehicle. The elephant uses his ears to winnow his ideas and experiences. but not without grumbling. stands for the dark. He was in the right place at the right time. He converted his disadvantages into advantages! Ganesha is the symbol of wisdom and judgment.oriented Ganesha's progress was very slow and steady. Below he head is the belly. He makes it to his goal with unhurried grace. and a tiny rat vehicle. Shiva realised his mistake and used his powers to revive his son Ganesha. all seeing. the mortal. The memory of an elephant is. the symbol of the manifest. to separate the essential from the non-essential. the Unmanifest Supreme. by contrast. In this way. Ganesha had a lot of obstacles to overcome from the outset! Did he run away and hide? Did he try to bluff? No. squeezes through the smallest hole. He does not like a challenge. that we must turn right and left in the search for truth. He does not like to be in the spotlight. He may do what he's told. The elephant seems to swerve. Ganesha rose from the ranks to hold high office. With an elephant head. He does not set goals.full of sweets. Ganesha. Manifest and Unmanifest. Good managers can learn from this! Ganesha is goal . it had to be overcome. a pot-belly. with the head of an elephant. He prefers to wallow in his own problems and pre-occupations. It reminds us that there is no direct path. Ganesha's great belly is equated with space.Eventually. . he is an excellent transport for Ganesha. he burrows with his sharp teeth. but is only swaying in the straight. ferile forces of the earth into which it burrows. avoids action and movement. Ganesha uses his great strength only when provoked. Gentle and harmless. avoiding light. Ganesha is the Lord of all.
Due to his unique form. reflected and changed constantly over the years.. weakness. analysed the situation. Further. Good writing and good communication is only possible when thinking is clear and understanding is deep.It is believed that Ganesha wrote the Mahabharata. The sage Vyasa. The ability to write is one of the basic traits of a good manager. who used his tusk to write. Shiva and Parvati had no choice but to give Ganesha the pot of nectar. Mahabharata. When Kartikeya returned he was deeply hurt. Amen. where he found that one's parents are bigger than anything else in the world. and after that both brothers went in different directions. it should be listened to one small part at a time. he suffered in status and stature like any Indian going abroad. In fact. observed. Kartikeya and Ganesha. When he found a better way. but his essence remained intact . opportunities and threats) and realised that because of his bulk and slow mount in the form of the tiny mouse. Ganesha travelled abroad. dictated the Mahabharata to Ganesha. So. did the SWOT (strengths. It should be understood and digested and reflected upon. he adopted it. They declared that whoever went around the world seven times and returned first would win the pot. Ganesha is adaptable. He acted. Of course. Kartikeya instantly started circling the world on his peacock. Both sons. he could not compete with his elder brother. using the mental library in his big head. He is the most adaptable God. Once Shiva and Parvati got a pot of the nectar of supreme knowledge edge. It happened then and it happens now between brothers. wanted it. In Ganesha. There is a lesson for us as managers in this arrangement. And Ganesha was to understand every word and thought and its implications before writing it down. should not be read in a hurry. Ganesha's quick thinking solves problems. under instructions from Brahma. the manager will find the needed inspiration. and changed with ease.. There were conditions to this arrangement. He went through the Vedas floppies in his mind. Ganesha went around his parents seven times and staked his claim to the pot. adaptability became his way of life. Ganesha increased his wisdom. or for that matter any important document. namely that whatever we tell or are told. Ganesha could absorb symbols over the centuries. to benefit more from Mahabharata. The parents had no choice but to set up a competition.an inspiration for any world-travelling manager! . Vyasa was to dictate without a pause. Ganesha. we must understand and see through to the implications of spoken and written words.
providing opportunities for unauthorized users Equipment malfunctions or natural disasters such as fires. Network users who leave their computers badly protected. Establish guide-lines for your team to control and track movement of IT assets in and out of the premises. Make your own list to help you determine a unique security policy and the level of protection you will need. in an access-controlled room rather than leaving them lying around your premises.all list of risks. but that does not stop anyone inside from opening a machine and stealing memory or a processor. Secure Fixed Assets Your building's alarm system will put off thieves from outside. Here is a ten-point guide to help you protect your business. this automatically means network security must be given high priority. affecting your ability to operate. is a fixed lump. Define a Security Policy You cannot protect yourself unless you have though you have thought about what threats you face and how serious they are. customers. He does only what his father and grandfather did. Risks typically fall into three categories : • • • 2. Every business has individual vulnerabilities and priorities. There are precautions you can take which amount to common sense. especially if you do not have a full-time information technology expert in-house. and partners. And. saboteurs. they probably know more about your computers than you do. The most . It is vital to ensure that whatever security products you invest in are relevant to your business needs. This way you will avoid purchasing tools for problems you do not have. 3. Put your most valuable materials.fits . Have a security audit carried out by an independent company to find that vulnerable points before your purchase protective hardware or software. Lock Out Hackers Lots of hackers target big companies for 'ethical' reasons.Gobarganesha. like servers and achieved data. if your network extends to suppliers. 4. Conduct a Security Audit Not all the risk you face will be obvious. 10 Simple Steps to Your Computer Security Harm to your computer systems and data can be a fatal blow to your company. For example. by contrast. Large corporations and small and medium businesses (SMBs) are all susceptible. He can't conceive of change with time or circumstance. floods. But they are not averse to creating a bit of chaos anywhere they can. International threats from unauthorized users like hackers. 1. and thieves. and accidental damage. There is no onesize .
7.one with the right 'key'. Encryption. If you want your company network to extend to remote workers or over wireless links to customers and suppliers. wraps up important data so that it can only be read by some . The most important tactic is to enforce adherence to security policies such as the ones explaining how to handle suspicious emails and what to do in the event of infection. perform constant reviews. you can protect your firm by setting up a single firewall. This hot only protects sensitive data in transmission but makes the Internet a much safer and more trustworthy medium for e-business. at a bare minimum. Encrypt Communication Channels Many companies live or die by email. Employ a Capable Team The nature of security measures is that you cannot just worry once and ret foreover. 6. Like most security threats. IN order to ensure that you do not lose data to a virus. and virus signature updates. Secure Your Internet Connection Every business needs a website. If you budget permits. My Doom. patches. there will be times when you are sending a business plan or a quotation which you definitely do not want anyone else to see. which leave their data vulnerable are : • • • • • 5. While no one would pretend all email messages are equally crucial or sensitive. Eliminate Computer Viruses Viruses like Melissa. That way.some forty per cent of use us 'password' Incomplete back up of data Use password management software to help employees choose strong passwords : have password expiration Create stronger authentication by combining passwords with biometrics. such as public key infrastructure (PKI). . Default installation of operating systems and applications Weak passwords . But the Internet has vulnerabilities of its own. Protecting against them is not as simple as deploying a software package and forgetting about it.common mistakes companies and their employees make. Ideally. even if it does not use it for online transactions. you should employ at least some basic form of encryption that makes it hard for out-siders to tap in. you need a good IT team that can handle various 8. you could set up secure connections to a variety of destinations over a virtual private network. and I Love Your have caused damage worth crores of rupees in the last couple of years. Use your Internet connections smartly and direct all incoming traffic through one point of entry. they hit maller companies as much as large ones.
At two Security is a sliding scale. 10. This is true but strangely enough. Ben Johnson and other most great people who have accomplished greatness. too much security can both de detrimental. That boy became Thomas Edison whose feats and accomplishments need no description. stating that her son Tommy was too stupid to learn. short-term success. Successes in those who have failed. survived and revived themselves are sweeter. . Scale Your Security Plan Security is a sliding scale. Expect to face a choice between your preferred solution and one with the optimum solution. 9. The mother did not get discouraged and decided to teach Tommy herself. in particular. while Success Weakens A four-year old. Walt disney faced rejection from many newspaper editors because they felt that he had no talent. addressed to his mother. and in the note the teacher further advised her to get him out of school. stronger and long lasting. Failure is a bitter medicine. but is essential for achievement for long-term success. while short term failures strengthen if taken with a positive attitude. Ensure that your organisation has clearly understood and well rehearsed recovery procedures in place as contingency against system failure. Anticipate the worst You cannot protect against everything but you can be prepared. have tasted rejections and bitter failures before they have been able to achieve their respective goals. This brings us to the conclusion that it is essential to fail once. Poor security measures can have catastrophe effect on business. Alternatively. The parable of the hare and the tortoise is a typical example of this truth. you may look at the option of outsourcing it to a vendor specializing in IT security. Armed with these tips we hope that you will have to more security IT environment Failure Strengthens. That is the characteristic of failure. It is believed that even Amitabh Bachchan was rejected by All India Radio much before he became a star. The hare was carried away by his short-term success of surging ahead of the slow moving tortoise in the race and as everyone knows the turtle eventually won. There is no person on earth who has had success without the hard way or without failures.total lack of security as well as. The common thread in all the above illustrious people is that they started as failures and were virtually written off. partially deaf boy came home one day from school with a note from the teacher.forms of security nightmares. But is that correct? Nobody likes to fail and everybody wants to succeed. At two extremes . Success if allowed to go into one’s head will surely make him complacement. Typically. short-term successes weaken. Short-term victories are traps which one must avoid falling into. there are situations and times when failure is preferable to success.
he may not be able to bowl the entire opposition out fast enough. He has to bring in bowling changes imaginatively. There are plenty of instances where winners have been completely side-tracked. Many inventions and discoveries have resulted from failures or hardships which necessitated such discoveries. Similarly a person who has failed once will realize the rice that he has paid for a sauces and his humility gained from past failure will dilute the swelling pride which comes automatically with success. Failure brings in creativity.There are several reasons why one must have a failure at some point in life and that is why God wants us to fail at times. In Gujarati there is a proverb that a person who has had something hot to eat and nearly burnt his tongue will be extra cautious the rest of his life to such an extent that he will also taste even cold buttermilk by blowing cool air into it several times before drinking it. Only then will he know the correct way to play a shot. What is good loser? One who is as much at ease in failure as in success. When a person who has failed desperately wants to achieve his objective he delves into the innermost recesses of his heart to find a solution. Undoubtedly he failed to get the title but was it a failure? Not even the opponent would want to take away the glory from such a person. Failure is essential experience to bring in humility. and the real glory has gone to the losers. Take the case of a captain of a cricketing side who is desperately trying to take a wicket. There is a story of Rueben Gonzales who was playing for the world little in racquet ball tournament. Only then will his knowledge be complete. and enable him to look at the life in the real perspective. • Failure facilitates learning both what to do and what not to do. The last game match point had been reached and gonzales played a fantastic shot and both the refree and the linesman confirmed that the shot was within the line and valid and he was declared the winner. Even if a bowler has taken two or three wickets. thereby losing the serve and the converted title. A good sportsman in any field should know both what to do and what not to do. A billiards or snooker player may fail several times before he succeeds in getting a particular shot. Failure to get the shot is an integral part of his success because without failure he cannot learn what he should not do. Failure teaches the latter. is persisted with endlessly. He will try and try till he learns how to play it. One who enjoys the trill of the opponent’s victory. and become a good loser. he turned back to congratulate the opponent admitting that the shot was faulty. The joy of playing a game is in its good clean competitive spirit and playing it well and not in winning. a true sportsman. After a little pause and some thought. If the bowler fails to take wickets • • • . Failure is useful to absorb short successes in the right spirit without getting carried away.
until the management’s announcement about a ‘Zero Defect’ programme. When asked why. According to the new announcement each worker was required to sign an undertaking which started that he would pick only ‘quality’ apples. but not deterred by short-term success. the main success of life to reach God or the state of self-realization is still distant. Failure thus helps in strengthening one’s resolve and determination to the extent that even unachievable goals can be accomplished by sheer perseverance. The spider did not give up and eventually wove its web. should never be forgotten. Whether one has become a CEO or a Prime Minister or a simple family man. in the same way because the main goal. he explained that he had been around for a good 30 years in that orchard and he had picked only quality apples.after initial successes. The poor foreman went to the manager. But alas.. Now the matter went to the proprietor of the orchard. That is creativity spurred by a failure. the captain has to bring in resourceful bowling changes of. Hence.. It enables him to realize his divine nature. The Thakur Saab called Dhyan Singh to his office. The spider was in a difficult situation ad could not weave the web without falling down time and again. The famous story of Robert Bruce who lost so many times almost gave up before he won the battle. However. one may be interested in getting down at some stations on the way to look around. He told his foreman point blank that he wouldn’t sign. but eventually won. even the manager. just as one cannot stay back at those intermittent stations after the train has left. some uncommon bowler or some new field placing or something new to try and get some wickets. • Zero Defect Dhyan Singh was an apple picker in an orchard at Simla. Obviously an experienced worker like Dhyan Singh could not digest such a rude shock. Failure facilitates transforming a man into a human being. Life was very peaceful for him. His victory was inspired by a spider which tried its best to weave its web. the main objective in life of finding out who we are and what our ultimate reason for existence is. • Failure brings in persistence and resilience. say. one should not get attached to trivial successes in life. . When one is traveling in the train to go to a distant place. inspite of his best human relations skills failed miserably in convincing Dhyan Singh. the Zero Defect gimmick wouldn’t work with him. Thakur Devender Singh. This inspired Robert bruce to fight his battle again and again after failing several times.
one problem always used to bother him : “How to get real top class customers?” Imagine how he solved it.” “And your son?” “He has joined last year and he is working very hard. some of them even paid his bills. But what is more. Pat came the reply from Dhyan Singh . Zero Defect — nobody explained it to me that way!” It’s simple. then you all don’t work here any more. shame on you.” But why be fooled even once if you can help it? It is only a question of having some sound internal-control systems and monitoring them closely. The Chinese say : “Fool me once. how long have you been working here?” Dhyan Singh replied. Saab. each of you is a prince in your own right but certainly not the type who should pay bills without receiving goods or services. shame on me. This resulted in his name getting put on the files of almost all the princes.” Dhyan Singh didn’t think twice. Saab.there was sizeable number of them in the early forties..“Saab. . The Thakur asked him why he had refused earlier. By getting introductions? By gate crashing? No. Now. he heard the ominous sounding words being delivered “Dhyan Singh. “Dhyan Singh. “Thirty years.. 9 Better Ways to Avoid Frauds and Swindles Let us tell you a story narrated to us by the proprietor of a new studio. He signed the undertaking on the spot.” “Your wife?” “She is also working for the past 20 years. Dhyan Singh watched him light it and blow the smoke. Fool me twice. In his booming voice he asked. if you don’t sign. Saab. When this gentleman started his business.. From somewhere behind the smoke screen.He was not a man who believed in wasting words. All he did was to simply send bills for work never done to all the princes .” Dhyan Singh was getting very uneasy. while the Thakur Saab took his time to refill his pipe..
000 at one go. Well. For registered letters. 30. it was the husband who was punished for being careless and bringing the holy stake of matrimony into disrepute. In another case.because his accountant. So. As many payments as possible are made through DDs. On the second occasion. And he had no problem of income tax. given a chance will eat up your cash. Beware of them. Reduce Cash Handling There is an American saying that a man has only three friends. If a wife was found guilty of infidelity. He knew that no one would be there to check the reconciliation of bank accounts. he never felt the need of productivity bonus or overtime money. reduce cash handling. We have seen many dealers who repent after making such incidents that can put one in the red? May be the following better ways will help. a dog. postage is paid through Registered Letters Journal Account with the post office. his wife and money. the young son of a dealer trusted his “Accountant Uncle” for three years and almost ended up in jail himself for non-payment of government taxes. One dealer lost Rs. Less cash handling also .000/. it is your duty to your employees not to put temptations in their way. At another Escorts dealership. In the first place. Goods are sent on freight to-pay basis and received on freight-paid basis. the accountant knew that his master was busy selling more and more tractors to win the Escorts Sales Shields. Also. you always get punished for your lack of internal control even if you are not aware of it.We are also remained of a Chinese practice followed in older times.the cash in hand and at bank. viz. he did not require any brains to adjust the accounts for over a lakh of rupees that he pocketed over a period of two years. And on the third. 20. The cashier of a very big dealer of Escorts helped himself to Rs. handling of cash is avoided. remember that the biggest frauds are often committed by simple ways. 1. it was the man involved who was punished on the first occasion. it was the woman who received the punishment. 86. Telegrams Fund Account with the post office reduces cash handling. naturally. Rats tend to eat up the grain that a farmer produces with great effort. Another dealer lost Rs. Always.000 because he relied on his Branch Manager whom he thought very trustworthy and whose statements were never checked. At EDDAL. There are many rats who. Also. after 10 years at the dealership. helped himself to a bearer cheque meant for paying sales tax.
there are receipt books and the cashier is using double sided carbon papers. But do translate the day’s transactions and evens into rupees and paise. DDs. That is the function of accounts. Its accuracy will go a long way to see that the rest of accounting is also accurate. 2. Only one receipt book at a time is issued by the cashier. Not only this. “Customer is the profit. Follow this. 4. The customer would take these to the cashier with the cash and the cashier would sign and stamp “Received” one copy and give it back to the customer who would take it to the salesman and take delivery of the goods. keeping the others under lock and key. For receipts above Rs. In the evening.reduces possibilities of thefts and losses. It is a well known fact that many a fraud is committed by simply entering the correct amount on the original but a less amount on the copy or the counterfoil.a situation of money down the drain without the dealer knowing it. We changed the system whereby the salesman would issue two copies of the cash memo to the customer. The cashier kept one copy and entered it in a register. 3. We thought of a better way to avoid this. the dealer would check both the registers for their totals to tally. Cash Sale of Goods At one of the dealerships of Escorts. everything else is overhead. . after all. The salesman would also enter the cash memos in a register. Daily accounts Why not think of your accounts on a daily basis. When a new book is issued to the cashier. it was suspected that at times the salesmen in the spare parts section were selling the parts and pocketing the cash proceeds. including Accounts”. No doubt it involved a little extra work but it ensured that no deliveries were made without cash being received. it is ensured that another person co-signs the cash receipt. All the receipts are pre-numbered. Cash Receipts If a credit customer pays cash at the time of the payment becoming due. The cash book is a fundamental accounting record. like the banks do? Banks close at 2 p. your cashier gives him a cash receipt. 100. Communicate to them well. But how do you know that a receipt has been issued? How do you know that the amount on the receipt is the same as entered in the cash book? At EDDAL. to reconcile their books. Too many customers? Good. he is asked to see that no form is missing (like we do when we take a cheque book from the bank). the dealer went a step further and asked the cashier to check prices of important items because at times the spare parts men charge a price lower than that stated in the price list . Satisfy the customers. for payment are prepared at weekly intervals. Do get the totals in the cash book checked regularly.m.
the bank manager will be happier. 6. An advantage of sending all your collections of the bank every day is that you may have an overdraft or cash credit and the interest meter thereon is always running. Now. maybe. in the bank every day. etc. if you have a small set-up and you cannot employ more than one person to handle cash.500 by cash. the dealer withdraw the required amount and never touches sales proceeds. see to it that you have taken care of Fidelity Guarantee and also Cash-in-safe and Cash-in-transit insurances. Total the receipt side of the cash book short by the amount your require. For daily expenses. Like many Indian customers. The moral : Do not allow your cashier to have any access to the ledger. sales money or advance) should be deposited in the bank every day.m. Pocket the money. And. once a customer came and paid Rs. banking. he did not demand a cash receipt. By following this practice you also ensure that your cashier does not run away with cash which may otherwise get accumulated over a period of time.5. the amount of expenses can be increased and the total of payments can be inflated. Incidentally. collections after 1 p. The insurances should cover maximum amount that you are likely to have during peak sales season. Put this amount to the debit of any expense account in the ledger. And of course. Simple. However. The gentleman was also writing the books of account of account. . If you are a cashier and write the cash book and the ledger yourself. Similarly. 1. This ensured that the customer would not get any reminders and would thus not come back and raise hell. Investigate any amount in any account that does not have your checking mark. in the case of payments.. The trial balance will tally. be your own auditor and check all the entries in the ledger with a colured pencil. Any amount sent sooner will slow down the meter and add to your profit. there is a simple way of make money. At a dealership. Escorts dealer at Patiala deposits his entire collection upto 1 p. Let no one else use that coloured pencil. we came across a case where the cashier was an old and trusted employee. Separate Persons to Handle Cash And Ledger Put yourself in the shoes of your accountant and Think.e. ledger. The very fact that you check regularly will deter your employees from mischief. are deposited on the same day in the evening branch of the bank.m. nobody will ever find out. So the cashier pocketed the money and credited the account of the customer and debited Miscellaneous Expenses Account where debits of similar amounts were common. Deposit of Cash Collection The entire collection (i.
Similarly. 3 lakhs just within three days. Imprest System But then how to meet your expenses? Have a small amount kept in your office for purpose and meet the expenses out of that imprest. let your cardex or stock ledger entries be made by a person other than your . as often is the case. etc. Better still. unless I get at least six reminders. By having an imprest system. And apply this concept to tools and assets also. If you are satisfied. yes. You should first make all the checks. Change the colour of the ink every year. you can reconcile your cash vouchers and see if any are missing. Moreover. As a practice in this company. by cash since customs duty is often paid in cash. He felt a little insulated by our question and replied. 8. And use the concept of sensible approximation in regard to the balance items. what is the use of this comparison? Check the issue entries against cash memos. If the issue entries are bogus. convert the original bill or cash memo into the voucher itself. small octroi challans. Periodically suggest every week . nothing stops you from drawing it from the bank. after payment. “I never make a payment. 9. A still better way is to make every entry through the personal account of your supplier. these were field and the old files. Also. the customs challans were paid and nice looking vouchers prepared and. stationery bills. The amount ran into a few laksh of rupees but then the total of the numerous customs payments ran into crores . this way you can check your inventory worth Rs. Pick up major pilferable items. Check them thoroughly. You know that they are so illegibly prepared and therefore no one was suspicious when they were paid again in cash. also mentioning the date of payment. if cash is needed. Avoid Double Payments We know of a company which does a lot of importing and has been doing so for a numbers of years. Of course. put a big rubber stamp “PAID” across the voucher. Maybe. Do not be in a hurry to make the payment. can be used again. Regular Stock Verification When was the last time you physically checked the stores with cardex (or stock ledger) balances and valued the stocks? Were there any surprises? The concept of sensible approximation would have done the required job.” The system is not certainly elegant but it has its merits. However. Now a clever employee took out a few customs challans again. do not just compare the physical balances with the cardex (or stock ledger) figures.7.again no basis for being suspicious. We are reminded of what an old a accountant told us when we asked him what steps he took to avoid double payment. were lying in a heap. always make large payments only by cheques.draw from the bank what was spent during the past week and replenish the imprest amount level.
ten batteries were found to be short.000. Anyone who understands the factors that make a person buy can develop his own style of . accounts and audit people worked out a system and went to the boss who asked hem how much the system would cost. In the end. 6. at the end of year. he sent them back with the advice of trying do their best under the prevailing system. Naturally. 13. In a company. the cardex will reveal any shortage that may be there. 5 Better Ideas for Parts Selling 1. you are a salesman. and the merchandising practices of your “friends” in the area.000 was the figure. he asked about the loss due to pilferage. Therefore. Rs. On being told Rs.salesman because. What is Parts Salesmanship? Salesmanship means “Influencing the prospect to become a buyer”. whatever we are going to discuss in he following pages should be considered as thought-starters for the development of your own parts-merchandising ideas to suit your own style of business management. we would like to narrate an incident. by doing so. What is parts salesmanship? It is ‘sell well : Outsell’ It is an area where no book and no experts can tell you exactly what is to be done. your market environment. If you have this talent for persuading others. The stores. in case of a pilferage.
Serve a customer immediately. Call upon your competitors’ customers regularly. It is easy to say that a salesman’s job is to “sell”. Sales prospecting through mail shots and letters 5. an eye contact or a smile is good enough. And if the telephone rings or any other interruption takes place while attending to a counter-customer. gain two. we would like to recapitulate the basic ideas which we had discussed earlier in chapter 7 of this book. Acknowledge the presence of any customer who has to wait. Put a smile in your voice. first apologize and then attend to it quickly. Lose one. Let us review the steps of successful parts counter-sales : 1. logical that good customer-relations is the secret to successful counter-sales. make sure that you are well groomed and dressed up and pay full attention to your customers. a certain way. 6. A nod. Two-way communication 4. 4. where do you like to do your shopping? Market research shows : “People Do Business With People They Like” and it is. Shadow the salesmen of your competitors. 2. . nothing else should take priority. Please remember that the basic salesmanship ideas remain the same whether you are selling toothpaste or tractors or refrigerators or parts. but just how do you go about the job of selling your products and your services? Here. 5. if necessary. Never pay unreasonably more attention to “good looking” customers.. Doing certain things. every day 7 Better Ways to “Outsell” 1. 3. 2. Knowing your job 6. 6 Better Ways to “Sell Well” 1.Remember selling is a noble profession 2. Attend to each customer in turn. The principles. But do it again every three minutes so that he knows that you have not forgotten. Offer to ring back. Your Retail Parts Counter.. 2... Showroom selling 3. Are You Proud of it? Think. Never speak ill of your competitors Know your competitors Know your competitors’ products and activities. tailoring it to his own personality. therefore.selling. Only the adaptation of the idea to a particular situation is required. rules and concepts do not change.
” In an nutshell : A good counter . Make him feel that he is the owner of the machine and not a mechanic or an operator or an engineer. He will love you for it. Never ask complicated questions or use such technical jargon which the customer does not understand. Go ahead. impress more that you want to help him so that he may not have to come again for a part. He is not an outsider in our business. Think of related-parts selling. He is not an interruption in our work.Thank your customer for coming. Ask questions to discover the customer’s exact needs and wants. Do not hesitate to talk in his language even if it is non-technical. For example. 8. Remember. you may not have a particular part that the customer wants. We will discuss it in greater detail later in this chapter. 10. the customer does not really know what he requires. 6. read body signs. the atmosphere pleasant. Remember. if possible.partsman is one who can identify parts accurately and quickly. Remember what Gandhiji said : “A customer is the most important visitor to our premises. He lacks confidence and experience and has “in case” fears. perhaps. consult the catalogue. He is not dependent on us. lip-reading may help. It is better to tell the customers what you can do. 9. 4. . walk across with your customer (after you have attended to the other customers waiting at the counter) to your service colleague and find out if there is an alternative till the required part arrives. We are not doing a favour by serving him. He is doing us a favour by giving us an opportunity to do so. With sincerity oozing out. ask his name and the name of the place he comes from. use open-ended questions.3. Greet the customer by name. even when. But do not show anxiety that you want to sell. We are dependent on him. If in doubt. ask the customer if anything else is required. Well. Let us now proceed further and discuss how to handle a difficult customer at the counter. Listen carefully to what the customer is saying. and can handle customers efficiently. Ensure that the facilities are well-kept. “A good partsman will always give a customer what he wants. 5. 7. the people friendly and the product well-stocked and displayed. Never be impatient or critical. He is a part of it. look at him. even if the problem is not solved. the customer will respect you for trying at least. politely and speedily. listen with your eyes. Let him feel that he was not an interruption in your work. Remember that the may be a first time buyer. He is the purpose of it.” This is a golden rule of customer service. not what you cannot do.
a customer can take his business elsewhere. Put a smile in your voice when you to buy some parts. Ask questions about facts and not emotions.put yourself in his shoes. Seek and discuss alternatives Get agreement on a possible solution. Remember. Now. Now that his machine is down. Secondly • Thirdly • • • • • • • And you must : And. Listen with empathy . Use common sense. Remember. remember “Lose One. 3. Analyse objectively what went wrong and who was responsible and ensure that it will not happen again. Show patience in analysing his problem and. show impatience in satisfying him. and so on. Put a smile in your voice when you talk about related-parts selling. Now. For example. do not rush to get angry with the errant employee . Let him feel that you want to do something extra for him. Listen. Do something extra for the customer. Gain Two”. if he is buying a water . Ensure complete understanding of the customer’s problem. He has more choices than you have. Agree on how the problem has affected him.Firstly • • • • Allow expression. You can ensure complete customer-satisfaction by suggesting related items to him. Do not forged that we are in the buyers’ market. mistakes can always be better teachers. show concern by asking questions about other major assemblies. Tell the customer what you can do. too. Personally see to it that his problem is solved. Find a solution. if it still does not work. Maybe there is a fault in the system or maybe employee-raining is not complete or maybe he needs more of your love and affection. do responsible and ensure that it will not happen again. How to sell more parts though related parts selling You can increase your parts sales by suggesting additional related items to your customer when he comes to you to buy some parts.find out his side of the story. later. Do not interrupt. Avoid confrontation.
of buying the additional items NOW. You can suggest to your customer that he buy assemblies or kits to simplify and to speed up repairs. For increased pars sales and increased profits.. ... a fan belt. you want to walk that extra mile to be helpful. I may also be counter-productive to try related-selling on a customer when others are waiting. Use imagination.. • • • • time saving possible machine down-time saving cost saving botheration saving Give him the assurance that you will take back the parts that may not be actually required. Remember : “he cost is long forgotten but the quality is remembered forever. They can sell genuine parts. and so on. You must often conduct in house classroom exercises in your office. earn the deserved reputation of showrooms selling genuine parts only. you can suggest radiator hose. Such people sell with confidence. a radiator cap. in case there are some special schemes for the promotion of parts. develop the aptitude in your staff in Related Selling Skills by asking them to suggest related-parts groups. Remember.” 2. Another idea is to use posters and displays of related items at the point of sale.. Involve your service colleagues. Selling quality.. and over a period of time. not all customers respond to it and some may be offended by it. Do not forget to stress upon the following benefits to him. Selling Genuine Pars is Your Strength Our experience shows that sellers feel negatively about the prices of genuine parts while selling them. refer them to him. materials specifications.pump for his car. Be brave to offer items known to be of good quality and having competitive prices. those sellers who have the right attitude overcome he price barrier by : 1. Remember that you want him to relax and be sure that when the machine is down. A caution. 4. dimensional accuracy. Well. you are there to help him. A pars salesman who has not read the parts catalogue and the repair manual is doing injustice to his job and profession. Another caution. product-knowledge is essential to recognise the opportunity when it arises. They look straight into the eyes of the customer. And. Win them over by asking for and implementing their ideas.
3. “One Part Protects Another Part - the dealers can afford to give this guarantee on the quality of genuine parts. He customer should be educated about this at he time of sale of the machine. As a matter of fact, the parts man should be a member of the sales team. 4. Confidence in supplying the current part for longer service life. Do not get tempted into selling non-genuine parts (i can be termed adultery too). Believe us it is a quicksand situation; slowly, your reputation will star sinking. By selling non-genuine pars, you are in effect, letting your customers know hat they do not have to come to you for their parts requirements. The next time they need the parts, they may look for “will-fit” parts in shops which are located in places closer to them. Keeping of records and accounts books, and dealing with taxation matters become easier when you deal in genuine parts only. And, remember that you are not being fair or honest to your customers if you misrepresent a “will-fit” part as genuine. You will lose self-respect as well as the respect that your employees give you. It is tempting but suicidal. You risk the loss of customers’ confidence and respect if you sell them lessthan-genuine parts. And, of course, you will lose he respect and confidence of your principals also. You may not then be able to look straight into their eyes. So, be your own judge. 5. How to use Mailshots and Telephone to Sell More Parts You, as a parts manager, must rely on communication between yourself and your potential customers to inform, persuade and sell. And the following are the questions which, when answered, will sell your parts : 1. Who are your customers? 2. What are their needs? 3. How to attract them to your shop? Let us take up the last question. How do you reach them or communicate with them. Well, you can contact them through : 1. Mailshots It is a favourite medium because of its reach, flexibility and cost. You can reach your customer anywhere he is doing his business. You can reach him even when he is not easily accessible or because of shortage of time. Well, your message can be to a customer or to a group of customers and the frequencies can be as per your needs. You may not be selling through mailshots now. But if you want to sell more, try it. Do not expect miracles. It takes time before things start happening. We suggest that you plan to send one type of mailshot on the 6th day of
every month. Try this for a year and then decide to improve, modify or even drop it. Some ideas as thought starters :
• • • • • • • • •
Direct the message to a specific group of customers, with a specific purpose to be accomplished. Make the message short and clear. If your mailshots are printed, they will look more appealing. Have a good layout and ask a question in the headline. Keep the copy (what you write) personal. Remember, you are communicating with one person. “YOU” is a powerful word for the reader. Do not limit your message to asking for orders only or to appreciating your own product. Friendly and informative mailings can build goodwill and keep your name fresh in the minds of the customer. Make attractive offers in the mailshots, such as : Something free with bulk purchase. Extra discount - single item or quantity. Package offer, related-sale, and so on. You can send a nice birthday greeting on the date on which the customer bought the consumer durable from you. Escorts’ Rajdoot dealer at Nashik is doing it to create tremendous good will. He invites the customer for a free check-up of his product on this occasion which is so special to the customer. Your best mailing lists are your “Service Customers and Owners” files. Ensure accuracy; it is a continuous process, i.e. every hour, every day. Please ask your sales manager to write the complete address of the customer on the product bill. The parts manager should ensure a similar thing on all the parts bill and cash memos. Spending half a minute extra to write the address of the customer on the cash memo instead of writing the word “cash” is what makes all the difference in creating a closer rapport this way. The service manager must ensure that the complete address is written on the job-card. Make sure that your own complete address is mentioned on the mailshot envelope so that the undelivered ones can come back to you and you can then strike out or correct the addresses of such customers on your mailing list.
2. Telephone Maybe, you are smiling because you think that in India, in the first place, customers do not have telephones; and, secondly, if they have telephones,
they do not work most of the time and, thirdly, even if they work, they are very expensive. But this does not mean hat you sit back and relax. Even if phone is expensive, see the benefits vis-a-vis the cost to you . Calling on phone is much cheaper than walking or driving down. And see the time that you save. Of course, it cannot be as good as a face-to-face meeting, but is it not better than no contact all? And a phone call can be less embarrassing for the customer when you are remaining him, but he wants to postpone his purchase decision. Now, despite your constraints, we suggest that you do the following :
• • •
Ensure that your mailing list has the correct phone numbers. Whenever a customer comes to you, get his card updated. Call him up to inform him about the arrival of parts that have been in shortage. This will make him feel that you are a fair seller. Call him up to ask him if you can do anything for him. He will be delighted. Won’t you be happy if someone acted in the same way with you?
Better O & M Ideas in Accounting
1. Demand Draft (DD) Issue Request In line with the DD policy of the Dealers’ Association at Escorts, a lot of DDs have to be issued to the dealer members as well as to the suppliers of the Association. Ordinarily one would have got the bank’s DD Issue Request Form and filled up a separate form for each DD to be made. This would have meant filling up of certain information repetitively, i.e. company’s name, account number, and so on. Subsequently, one would have to prepare a separate voucher for each DD prepared by the bank. However, we thought of a better way and got our own Demand Draft Issue Request Form printed on a sheet of size 8½” x 11” with provision for details of 10DDs. The repetitive information is pre-printed avoiding a lot of clerical work. The form is sent to the bank in duplicate and the bank, along with the DDs issued by it, returns the carbon copy to us after filling in the DD numbers and date of issue. This carbon copy itself becomes our voucher because it has provision for writing the name of account to be debited as well as for specifying the folio of our Cash and Bank Book. The voucher number and date provision has also been made on this DD Issue Request Form. The DDs are received from the bank on the same day the request for issuing them is sent. 2. Rounding off Rupees In all the bills prepared by Escorts Dealers Development Association Limited, the amount figure of Value of the Bill, CST, Packing and Forwarding (P&F), Insurance Cost, Labour, Total Amount, etc. are rounded off to the nearest rupee. Therefore, there are no paise in the bills at all. The suppliers are paid accordingly and the general charges are also paid the same way. The net prices mentioned in the price list of spare parts supplied by Escorts, on the basis of which the company prepares the bills, have also been rounded off to “two digits”. Moreover, the parts are issued in multiples of 10 and 100 if the value of such parts is less than Re. 1 and Rs. 10 respectively. This is our humble contribution to reduce the drudgery of the “poor” accountants. 3. C-Form with DD When payment is made to the suppliers at Escorts, the C From is sent along with the DD. This reduces the company’s and its suppliers’ paperwork and the follow-up that would have resulted had the C-Form not been sent with the payment. Similarly, dealers are encouraged to do so and if they do it, they are sent the goods faster, i.e. documents pertaining to the goods are sent directly instead of through the bank. Experience has taught the organisation to be up-to-date in sending as well as in receiving of C-Forms.
it is very conveniently consigned to File No. and this copy is attached to our the company’s voucher. It is filled up in duplicate and the bank returns the carbon copy after signing. 4. At Escorts Dealers Development Association Limited. These are issued only when a partly insists and this happens very rarely. people at the company. And now. Pay-in Slips Eliminated At Escorts. the cash receipts of Dealers’ Association have been printed on sheets of size 8½”x11”. the practice of issue official receipts for DDs and cheques received has been discontinued. 150 receipts in triplicate in each book. whenever a DD/ Cheque receipt reaches the office. Provision for two signatures has been made for receipt of amounts above Rs.e. Each cash receipt is prepared in triplicate . Double side carbons are used to reduce “temptations. Moreover. These are bound in books of 50 sets each. burnt their fingers and they now make sure that their dealers have valid registration of products to issue CForms which will be accepted by the authorities. These are issued only when cash is received. On a few occasions. 6. Signing of Bills In many of the divisions of Escorts.The adage “A stitch in time saves nine” truly applies here. Mode of payment is not mentioned on the cash receipt because it is always cash since receipts for DDs are not issued at all. There is also a provision for writing Cash Voucher Number on the Cash Receipt so that a separate cash voucher need not be prepared subsequently. The organisation too does not ask for these whenever DDs towards payments to be made are sent out. the second one becomes the voucher and the last one remains in the receipt book as the record copy. 1. taking the approval of your bank before implementing such an idea is advisable.the wastepaper basket. earlier the bills were signed by the manager/ supervisor and because of the large number of bills to be signed. each sheet containing three cash receipts.the firs copy goes to the party.000. 5. However. It not only saves the spent in preparing these on receipt of DDs but also saves the time spent in filing these in case DDs are sent to the suppliers. it . i. the time saved is also considerable. which also happens very rarely. 13 . Official Receipts for DDs and Cheques Eliminated. The company has now printed one pay-in-slip on 8½” x11” size paper. the earlier practice of filling up pay-in slips every time a cheque or a DD has to be deposited in the bank account has been eliminated. Not only has our poor accountant been saved from taking the trouble of writing down the company’s bank account number and other repetitive details on separate slips. This slip has provision for filling in the particulars of 10 DDs to be deposited.
what six typists could not do in time. Bills. Counterfoils of Cheques. For the spare-parts bills of Escorts. This led to the search for a better way. 8. One copy of the order becomes the office copy of the bill and the second one becomes the bill copy for the dealer. The better way turned out to be improving of the improvement manual system. This handwriting idea has led to always same-day billing. And. Rationalised Vouchering As already mentioned earlier. Just for your information. and so on. Cash Receipts. is now being done by two well in time (this system has now been computerised in some Division). typing of bills pertaining to spare parts was eliminated long ago. but made the checking more meaningful. it was decided to allow the officer-in-charge of the pricing section to sign the bills. Cash Memos. at Escorts the vouchering has been rationalised to a great extent by converting the original documents into vouchers. This was basically against the major change that was involved. Each bill normally can run into several pages in view of the number of items included in a supply. 7. giving therein the details of the parts and the prices as well. there are. it resulted in blind signing of the bills. various possibilities such as Bradma Invoicing System and an invoicing machine were thought of.was not possible to do the necessary checking. Then. it means earlier receipt of the goods. There was a chronic delay of almost seven days on an average. Pay-in Slips. Prior to implementation of this system. This not only saved hte time of a senior person. . 90 items per bill and each item means about 30 typing strokes.” This won the point. DD Issue Request Forms. We are willing to told -emboss the bills if you are willing to pay the price for the same. on an average. The dealers really protested.g. For both dealers and Escorts. Typing of Bills At Escorts. These delays resulted in the dealers getting the spare parts quite late. of course. In real practice. you will have to sacrifice the beauty of typing and be satisfied with your and our hand written bills. In order to reduce and eliminate the delays. To the dealers. the Japanese still prefer writing by hand because they consider it an art which lends a personal touch and reflects the individual’s personality. change itself was something to be protested against! The argument to the dealers was : “If you want faster and economical service. Orders are now received from the dealers in duplicate on preprinted order forms. it means less errors because of less copying and all that it means. e. typing of bills was a bottle-neck.
he devised a simple system for keeping track of each employee’s accountability. Down the side are different job tasks (such as internal growth planning) or limits of authority (such as approving purchases of less than $500). it can become tough to keep track of who’s responsible for what. a disk-drive repair company. you’re probably going to ask the store’s manager what’s causing the trouble. The matrix looks like this : across the top..” Premier. for instance. All Present and Accounted for As a company grows. in Oklahoma City.” Kamp complains. Kamp hands them out in a looseleaf binder. you operate a growing retail chain. has grown from 25 people to about 260 in just four years. but all tool often nobody asks their opinions. he gets “absolutely invaluable results. “By writing it all down they come to own it. After all the matrixes are complete. “I found myself not knowing who was responsible for ensuring proper turnaround time. Paul Huber. that means the folks behind the cash registers. Kamp. he asks his 18 executives and managers to draw up a matrix specifying their responsibilities and those of each of the people under them. Nothing wrong with that.. “It’s a reference tool. a chain of 40 consumer-electronics super stores. except that you might hear only part of the story. “It becomes easy for accountability to get lost. After Schulze’s most recent cashier’s breakfast. president and CEO of Seco-Warwick Corp. At least once a year. CEO of Minneapolis-based Best Buy Co. To find out what’s really happening.” advise Schulze. president of Premier Computer Corp. at his lowa City outlet. And the cashiers consider it a nice treat. employee’s initial serve as column headings.” he says. For $50 to 60.. he made changes in store-level management. “If you’ve got a problem.” In retailing. The stamp has provision for putting voucher number and date as well as the coder number of the account to be debited. “go to the last point the customer visits. Richard Schulze suggests you should check in with the checkout personnel — preferably by taking them to breakfast. The Inside Story You can’t solve problems until you identify their source. So. and you sense that a particular store is underperforming. a manufacturer with 175 .All the company does is put its stamp on the original documents.” he says. CEO in Training Putting in a single day on the shop floor to gain employee goodwill may backfire and bring complaints of patronizing behaviour. Schulze says breakfast work out better than traditional meetings because the relaxed atmosphere helps conversation get started. “You have people constantly crossing functional lines. If. Cashiers heat customer complaints and observe how a store runs. including his own.” says Thomas G.
rented a nearby community college.. . As he reads useful texts. they’ll never read it.an enterprise Ripley’s Believe or Not! calls the world’s largest dairy store . Huber decided the make-do machines were lacking and purchased new ones. When he’s done. says company CFO Joe Hudetz. has taken over spending one day a month on the floor. Pa. We need the help of all the employees to do it. was committed to really learning the factory operations.” Use (All) Your Brain (s) Employees can help solve growth-related problems . Leonard underlines passages he likes and scribbles notes in the margins. Last July. Now the vice-president of manufacturing. Laying brick one day convinced him that using knee pads would be much easier than moving around pads on the floor.which. and assembled 320 full-time workers for a day of information sharing and brainstorming. dubbed Solar Brainstorming day. catered lunch. Conn. “We know there’s no way management can control the company’s aggressive growth on their own. he thinks. because he has personalized it to his business. shut down its printing plants. is better than anything he could buy. Periodically he goes back and rereads his summaries. The eight-hour retreat. Personalized Wisdom The problem with new books is that they keep you from rereading the old ones.” says Huber.” Leonard adds. and president and CEO Frank Hudetz presented a slide show on Solar’s projected growth and future plans. so the floor supervisor assigned him different jobs for one day a month for a year. and a beer party afterward. “You’re so busy trying to keep up with what is coming out that you can forget what you’ve already read. Bt they’ll read 30 pages. “If you give them a 300-page business book. he improved material flow efficiency. his secretary types up everything he’s marked.” Top managers gave short speeches. And after retracing his steps as an assembly worker.provided you give them the opportunity.and the payoff. And it’s hard to convince yourself to go back and reread a 300-page book. “You can also give your outlines to employees. Employees then met in departmental groups to discuss production bottlenecks. because it’s too long. Clifford Lohr. Leonard says. and the .has come up with a solution. staffing requirements.employees in Meadville. Solar Press Inc. little production time was lost .”The owner of Stew Leonard’s. will be substantial. When he worked as a wire welder. came complete with T-shirts. “I gained a much better appreciation of the company’s problems. retailer Stew Leonard says. who adds that floor employees were impressed with the quick turnaround on improvements. space and equipment needs. Since July is the company’s slow month. and he has a 20-to 30-page new book summary . in Norwalk.
C. they’re not the kind of people we need. both located in New York City. Elaine. during the first month of employment. chairman and CEO of Kansas . Value Added Whenever you go outside to hire a top manager.. William H. That would be an inviting assignment if Wilson ran a Porsche dealership. At the beginning of each month. you might want to listen to Neal Patterson.like. but he makes floor-cleaning systems. and often those of competitors as well. the founder of Perfect Courier Ltd. “This way. “It saves a lot of headaches. each one to be the focus of an employee task force during the coming months. Consider Norman Brodsky. Wilson says that most new executives are happy to do it.” says Elaine.. to spend a night working with the company’s product. Norman can decide what he wants to be part of and work his schedule around it. of Pioneer/ Eclipse Corp. and so on. his family life took a beating. The upshot : a list of 50 problem areas. So it’s over to the high school the executives go for several hours of cleaning. Wilson. “If they think it’s beneath them. you run the risk of bringing in someone who doesn’t really understand or appreciate your business or your values.. due to his inability to coordinate his business schedule with his personal commitments : missing his daughter’s recital. Elaine now gives him a schedule of family and personal appointments for the next 30 days.” Says Brodsky. “My life is a lot better balanced than it’s ever been. has a technique for communicating his values to new executives and giving them an education in the business at the same time. N. While his companies thrived. Brodsky and his wife. in Sparta. waxing. forgetting about the school open house. came up with a plan to solve the problem.” Time Out for Thinking If you find you’re too busy to do the strategic planning you company needs. He requires each of them. using Pioneer/ Eclipse’s equipment and products. and chief executive of CitiPostal Inc. which he takes to his office and incorporates into his business calendar.” Mixing Business With Pleasure Entrepreneurs show a remarkable capacity for letting their business screw up their personal lives -remarkable mainly because the solutions are often so simple.. and polishing the floors. Finally.
That can get a company in trouble. “yet that’s how too many executives treat it.“when my mind is uncluttered” . “This isn’t fill-in work between appointments.City.” Six Better Ways to Outsell Your Competitors 1.” He prefers to do it early in the morning . Mo-based Cerner Corp. so he won’t be interrupted. Patterson says.and away from the office. Never Speak Ill of Your Competitors . “Whoa I need to preserve some time to think. It was when Cerner was doubling revenues about Every 45 weeks that Patterson said.” He now schedules a weekly two-hour session to “talk to himself.
they are your friends. In several cases.○ Follow the “Holi” principle : if you sprinkle scented water on your friends they will do that to you. they will do the same to you even better! ○ More important. your customers will not believe you when you run down your competitors and their products. well established facts. so you cannot hide the strengths of the competitors’ products. we have seen local businessmen forming an association and this can give benefit for all. You will lose him if you try to lie or bluff. and so on. ○ The best way to beat your competitors is to serve your customers better. ○ When visiting your competitor give him your sincere compliments. respect him. Accept his good techniques. 2. And then shut up! ○ If your prospect asks for comparisons. Keep an updated SWOT analysis of each of your competitors. ○ If your competitor visits your office.what they can and cannot do to fulfil the needs of your prospect. facilities. do so only with testimonials. And do tell him about yourself. ○ A prospect will respect you if you know your competitors’ products well. We all have strengths and weaknesses : you need to sell your strengths against your competitors’ weaknesses. Know your Competitors ○ You run your business for profit and for fun too. No. There are very good chances that he will reciprocate. when a prospect comes to you he has already visited your competitors or is likely to do so later. 3. do not challenge their beliefs since can’t change them in a first meeting. Tell all about your products . sir. published data. ○ Once you have the SWOT analysis of each make and model of the products you sell. Know Your Competitors’ Products and Activities as well as Your Own ○ Remember . and call on them. and if you darken their faces. ○ When visiting your competitors. ○ Keep in mind that as brand parties become a reality (competitive products are alike because each catches up with the others very . Life is too short tot have enemies! ○ Befriend the competitors in your area. So get rid of the common belief that your competitors are you enemies. you will be able to talk to your prospects with confidence and conviction.
4. Find out what went wrong. training support. for they are the first ones to discover your faults. as they see hem from the customers’ point of view. Call On Your Competitors’ Customers Regularly ○ Your competitors’ customers can tell you a lot about your competitors’ strengths and weaknesses. ○ A new customer of your competitor can reveal to you why he did not buy your product.you will come to know your weaknesses and this will help you to remove them. the “product” is no longer just the widget. Do not call or meet the next prospect unless you have reconditioned yourself to be in top form to make the sale. since he has bought it and used it for some time. technical input. It is very important that you analyse every sale you make as well as every sale you lose. you can plan your own moves. where every player of the rival team is marked. blame your dealership. By keeping a close eye on the moves of the rival players. Lose One.fast or disappears altogether). 5. ○ Make monitoring of your competitors part of your programme. 6. ○ In this way the successful salesperson can be sure hat if he loses one customer he moves on to gain two. If you’re smart enough and quick enough you’ll be victorious. real big lessons from such defeats. do you consider it part of the game and get busy analysing to find out what’s wrong? ○ You can learn big. regroup your energies and fine-tune your approach. Gain Two ○ You are also going to lose some sales. This is the way to build confidence and capability. blame your company. ○ Your competitors’ customers can tell you the plus and minus points of the competitor’s product. What do you do then? Do you hit the bottle. etc. ○ If you meet such a customer frequently you also develop a rapport with him which can help break the ice toward winning him to your product when he goes for a repeat purchase or when his friends buy a similar product. ○ It is like a soccer game. It is an activity which is allowed and accepted as part of the game. . Shadow the Salespeople of Your Competitors ○ Observe your competitors. ○ It is essential to relax and think after a lost sale. It is a package consisting of the product along with service support. blame your luck? Or.
Direct Mail Can be an Extremely Effective Weapon in Your Total Selling Armoury ○ Research shows that most people read it.in the tractor business. ○ You need regular prospecting because : The prospect will forget you The competition might sell to him You want to get referrals You need new customers You need to monitor the changes in customers’ needs ○ In every industry or product area there is a “rule of thumb” relationship between potential customers contacted and actual sales per month . you will never even see many of the people who could be your customers. 2. provided the material is attractive and well presented.Three tips for sales prospecting through mail shots and letters 1. ○ Mailings can be coordinated to compliment or follow-up advertisements. You Do Need Regular Prospecting ○ Without adequate prospecting. professional prospecting means using every method at your command to uncover a steady flow of good prospects. for example. . it’s 300 to 30. Find out the figures for your business.
order form and reply envelope. and you have plenty of options. Give a Friendly and Enthusiastic Greeting ○ Meet the customer at the door or even before he gets inside the showroom. ○ l Remember. 3. sell the benefits. . what the product will do for the customer. ○ Be a good listener ○ Look for causes that point to his possible needs. no jargon. ○ Don’t sell the product. ○ l This makes a favourable first impression and also provides you with an opportunity to analyse the customer. i.S. ○ Offer a long-term money-back guarantee.e. very accurately. 2. Six Practical Pointers for Showroom Selling 1. More confuses the buyer and reduces the response. ○ Sell one thing at a time. to tell your reader what to do or think . Put “Marketing Magic” into Your Direct Mail ○ Make sure you have he three essential ingredients of your mail shot : letter.personal. ○ l A direct mail promotion is simple to organise. ○ Write a “talking letter” . to he point. ○ Use the customer’s name if you know it.surveys show that four out of five read the P. Sell Yourself ○ Ask questions that involve the customer and get across the idea that you are interested in him.S. first and then keep it in mind as they read the letter. your most likely customers.e. many a sale has been won or lost in the first 90 seconds. i. ○ Use P.○ Mailings are an excellent way to establish contact with customers in advance of visits by sales staff. ○ l You can pin-point your readership target.
Guide the customer into thte driver’s seat. 3. Quality the Customer ○ Lead the customer into talking about his needs. use more questions to peel off the layers. or other proof that you represent a reputable company. 6. she should be guided in the rear seat and told about the soft leather upholstery. be careful. “Ask them. agreeing gets more sales. You simply have to say. the customer must not feel hurt or offended.○ Think of the customer as an onion. let him know about your Spare Pars Department and your Service Department. ○ Do not argue with the customer. but be careful not to gouge and gash. ○ If you are selling consumer durables. he will feel comfortable and proud..unless he answers are positive in relation to your competition. Create Confidence About Your Organization ○ Convey to the customer that you represent a good company ○ Let him know that the products you want to sell to him are backed up by the manufacturer and by you as the salesperson in your area. A countess should not be put into the driver’s seat and told about automatic gear shifts. Let the customer get to feel the importance of ownership of the product. Answer his Questions ○ Find out the customer’s needs ○ Answer the customer’s question one by one. ○ Of course. soon he will be thinking of his old car as junk. . ○ Your interest in the customer and enthusiasm for your work will strike a positive chord. ○ Display your trophies.. ○ Do not answer questions that he has not asked . ○ Get him to acknowledge that he has a need. Probe deeply for his needs..” 4. ○ Proudly show the customer your list of satisfied customers. ○ It works with any product.. Demonstrate Your Equipment ○ Every good car salesman does it. ○ Get a commitment that he will buy today if he gets the right deal. 5.
. When the Customer Says. The salesperson who accepts the no at face value is sure to leave his profession in no time. . Ten Sales Objections and How to Handle Them 1.. give him the relevant information and build confidence about your self and your organisation. to say. talk with the customer in a setting where disturbances and distractions are least. ○ It is the easiest thing for our boss. the customer. No.○ Where possible. where you can talk to him comfortably.
but the total cost is lower in the long run. ○ Keep listening for buying signals. you’ll be prepared to explain the value of the product. because. persist.. 2. not just its features. ○ There really is no such thing as “No” all by itself. It is always. “No. ○ Make sure the prospect understands the “total cost” involved : the price per se may be high. ○ You may like to develop profit planner formats for your products.”. The prospect may need more assurance.. ○ Have you turned the prospect off with any of the five no-no’s? coming ill-prepared . organise a follow-up visit.○ “No’ does not mean “Never” . ○ probe to find out whether he really means.therefore. ○ If you’ve done your research and home-work. I Can’t Afford It.. “I am not interested at this time. ○ Big numbers put a psychological fear into everyone. 3. Probably the prospects has evaluated your product and is interested..” If so. ○ Make sure you present the benefits of your product. ○ Make sure you’ve adequately researched the prospect. ○ This is a strong buying signal. ○ Behind the no you might discover that the prospect : has not applied his mind to evaluate your brand has a friend whose machine of your make isn’t working lacks the finance to buy your product does not have the authority to buy ○ Try to overcome the problem. the fear of making a wrong decision. but never argue with the prospect and be patient in answering his questions. and covered his specific interests. I Am Not Interested ○ Check to make sure you’re talking to the individual with authority to buy.
you can give several options. leaflets doing a lot of superfluous talking being too lazy to demonstrate not even asking for the order 4. based on what he’s told you of his needs.. special payment terms. not using visuals. we have a sales-incentive scheme going on and you can take advantage of it. etc. testimonials. Come Back In Thirty Days ○ Is it a brush-off. or a sincere statement? Try to find out. a stall. Right now. ○ If it’s a stall for legitimate concerns or a sincere statement. An early-order discount. and confused the prospect? It is always better to say convincingly that you feel product C will be ideal for the prospect. ○ Help the prospect to draw up a Balance Sheet on the proposal. we can deliver now and you can pay us in 30 days. can push the prospect into taking the decision now. ○ Do not leave empty-handed. (Make sure the list of pulses is longer!) ○ Now is the time to throw in the special inducement you’ve been holding back.. I Will Think It Over ○ The prospect needs help to say yes.. 5. and proceed accordingly. such as : Well. get some sort of commitment : that he will buy after 30 days that he will meet you in 30 days that he will suggest some more prospects ○ Set up the next appointment. Ask him what other information he needs while thinking it over. ○ have you presented too many choices. try to find out what kind of help... ○ encourage the prospect to examine your proposal very carefully.. . a list of the pluses and minuses as he sees it. Would you like me to meet someone else in your organisation?.
financial crises. mark it up for the prospect’s convenience in focussing on his needs. Find out the why of the prospect’s response. ○ Find out what he likes about his situation. ○ You have to agree! Everyday is different. ○ Write a thank-you note mentioning specific points ○ Try not to leave the literature without a three-minute drill. and what his long-range goals and dreams are. partnership problems. ○ The good salesperson is so persistent that when the prospect needs a change. Just Leave Me Your Literature. ○ Never just leave your leaflet. 9. As him to educate you on how his business is different. he will be the only person in the prospect’s mind.control problems. My Job Is Different. or be transferred and replaced by someone the prospect dislikes. what he is dissatisfied with and wants to improve. ○ Do not “paper” the prospect. what he is proud of and wouldn’t change. with specific motivation for the prospect to go over the literature. dumping piles of literature on him aimlessly. Is it lack of interest? Lack of time? Another pressing problem? Should you meet someone else? ○ Once you decide to leave literature. His salesman may neglect the account. 7. Sometimes the best marriages end up in divorce. ○ Use the prospect’s conviction of his uniqueness to position your product or service as the only one which can fit the situation.6. I’ll Have to Talk It Over With My Father . and then sell to that difference. I Am Happy With My Present Dealer ○ Nothing is ever perfect or permanent. ○ The present dealer may develop problems : quality . Nothing is certain in life except change. 8. There are more than 5 billion human beings on this earth and no two are alike. ○ But don’t leave it at that.
. Address the concerns of all present. ○ With the prospect’s help.. Remember : business never gets better tomorrow.. and will continue to grow as person. ○ Keep asking. meet the influencers. quarterly and yearly basis. this objection simply tells you that the question. uncles. Learn more about everybody who might be involved in the decision. according to his action plan.” Why buy now?. physically and mentally. to goad the prospect into action now.. colleagues. .. or a committee. The Secret of Selling Well Selling well is doing certain things. to his company and to his prospect.. ○ If it’s not a brush-off. free delivery/ installation. ○ Light a spark of enthusiasm. I Will Wait Until Business Is Better. sound risk-taking and positive thinking. even when it seems you can’t afford it. Not horse gets anywhere until it is harnessed. ○ A professional salesperson must work. monthly. and the plan must be prepared on a daily.. The water of the Bhakra Dam turns into light and power only when it is harnessed.every day. but it takes a good deal of training to sharpen the common sense. a certain way. Things like a special price that will be raised soon.○ Any major purchase involves more than one person. ○ A professional salesperson will do his best to learn everything about his work and his company and his prospect. keep digging. Selling is applied common sense. ○ Research what the influencer is looking for in your product. 10. ○ Keep a few incentives in your pocket for this moment. ○ Use visuals and dramatize your points in group presentations. special payment terms. extended warranty. It could be a father. weekly. dedicated and disciplined. friends. And no life ever grows unless it is focussed. ○ A professional salesperson must be faithful to himself..” has not been answered to the prospect’s satisfaction. ○ A professional Salesperson will keep the company of those who have an obsession for doing their jobs well. Honesty is the best policy. it has to be made better with better ways. ○ Review the benefits to be derived by accepting your proposal. etc.
The time has come to put yourself in the customer’s shoes and it is “Belly-to-Belly Selling Time”. . What happens when a customer whom we contact refuse to buy from us for several reasons? Do we go back? Or do we take a detour as in the case of the chicken? A chicken sees grain on the other side of a wire mesh and keeps on pecking at the wire mesh in vain. it notices that the wire mesh doesn’t extend beyond six feet. Sales Objections and How to Handle Them Selling is not all that easy any more in India. ○ A professional Salesperson makes sure he knows his selling techniques well. It walks over to the end of the wire mesh and around it to the grain. we have to realise that we cannot afford to ignore our Boss. This is another confidence spinner.○ A professional Salesperson makes sure he always has a positive attitude. The two main ingredients are enthusiasm and confidence. and build on them. Of late. Enthusiasm comes from within. and how and when to use them. Today. the customer. This breeds confidence. He never forgets that the customer has to shell out hard-earned money for his product. While packing up and down alongside the wire mesh in desperation. ○ A professional Salesperson knows how to analyse success and failures. but it is based on knowing your product very well and understanding how it can benefit your customers. the sellers’ market has turned into the buyers’ market.
Every obstacle presents an opportunity to do more research and to think. Very often. more the layers you peel off. but in vain. what do you do when the Boss raises any objection? Treat every problem as a road block which forces you to take a detour. we will be discussing 12 different types of sales objections that a salesperson comes across irrespective of whether he is selling a car or a watch. The dove was scared. You can add on to these 12 to make 13 or 14 or 15. 1. but the common factor that will emerge is REAL CREATIVE SELLING USING COMMONSENSE. but did not have the patience for the mud to settle down and so let hte other crow (the competitor) drink the water. the situation of a salesperson and his prospect is like that of the eagle and dove as in the following story : An eagle and the dove sat in a cage partitioned by glass. if your mind is active and vigilant. the customer to say. The first thing that we must remember is that “No” does not mean “Never”. They are limited. it is often the last key in the bunch that opens the lock. like the cros who toiled hard to bring up the level of water in the jug by dropping pebbles into it. More the questions you ask. The eagle wanted dove for a meal. both sat peacefully. Ultimately. The glass partition was removed and yet they thought it was there and hence they still sat aloof of each other. We narrate a story which will help you remember this basic fact : A father and son were walking down the street when they saw an elephant coming down from the other end. “No”. During every sales presentation. The son approached the owner of the . Be persistent. You may find the best during this forced detour. No. And a salesman who accepts this “No” on the face of it is sure to quite his profession in no time. All that is required for the salesperson to do is to take leads from the objections. Do not give up and fly away thirsty. even when it is actually not there. treat your prospect like an onion.Moral • • • • • Do not get disheartened by obstacles. Do not limit the scope of your thinking. Obstacles do not extend to infinity. Don’t get discouraged. • Therefore. A good salesman habitually understands this basic fact of selling. salespersons think that the objection is the glass partition that exists. Most of the time. In this chapter. do more research to adapt his presentation to suit the situation and then close the sale. It is the easiet thing for our boss.
elephant and. or lacks the finance to buy our product. The third important fact to remember here : “There really is no such thing as “NO”. If we can find out the reason for No. the two of them were driving down the same street in their shining limousine and again they saw an elephant coming from the opposite direction. Today.” Our problem is that our customer does not go on to explain this “Because” and stops just at “No” and the trouble with many of us is that we do not try to probe this WHY.” The son kept quiet. who was at the wheel. or feels that our brand is no good for his need.000. to his delight.” The message is very clear. We must know the story behind NO. approached the owner of the elephant. he would not have had the elephant at all.. the other sales objection too. he approached his father and sought his permission to buy it. “Son. we can then think and try to overcome the problem of the customer. Patil who never worries about time when visiting a farmer. and found that it would cost Rs. he sought his father’s permission to buy it and. Had the son given up by assuming that it meant “NEVER”. The son tried to sell the ideas of owning the elephant to his father and the father said “No”. to his astonishment.. N. while travelling in his green Fiat in the Akola area. or does not have the authority or power to buy which he does want to admit. 125. stopped the car. Not all by itself. because. especially before our Board meeting. Yet. discovered that it was priced at Rs. persist. At that time I had said NO and not NEVER. he may sell his machine to the office. The father said. one day. or knows that his friend’s machine of our make has not been given proper service. The son.” Our young friend Ish Kapoor has been trying to sell to our office Modi Xerox copier for the last three years. he makes it a point to call on us once a month. persist. “No.25. The father was very clear in his mind and said. This leads us to another fact : “Persist.. may be he : has not applied his mind to evaluate our brand. he visited a farmer . we can easily afford it. It is always “NO. He has got flat “Nos” from us and maybe.. the son asked his father why he had refused ten years ago when the elephant’s cost was a fraction of the present cost. He is persistent and. With hesitation.. at that time we were poor and our priorities were different. And this is what is called Real Creative Selling. or lacks the finance to buy our product. he has virtually thrown away his wach! Once. This reminds us of our Escorts dealer friend S. 1. Ten years later. his father agreed readily. though disappointed. or knows that his friend’s machine of our make has not been given proper service. Later. If the customer has said No.
after a lot of haggling. ladies. discovered that his farmer’s neighbour friend who had bought a tractor from Patil’s Malkapur showroom about three years ago. Patil follows a few simple rules whenever a prospect says No : lHe uses his skills of handling people lHe never argues with the prospect .” she said. and remembers that “agreements and not arguments results in sales”. are known for bargaining. 2. listens. especially India ladies. “Your Price is Too High” “Price-objection is really the inborn instinct to bargain. i. Irritated. listens . lHe listens. reduced it by 50 per cent. you may take it free. If we also follow Patil. not all. “Well. “This is a fact. 4. you must give me two pairs!” Well. Patil probed into the WHY and after half an hour of discussions. “Oh no.e. i.” said the lady. The salesman.e. on enquiring the price. Also.. the lady demanded.. in that case. Patil made the sale because he told the farmer that having learnt a lesson from such experiences he had just opened a branch in Akola. This leads us to the second conclusion : Poor salesmen are intimidated by . please spare me. Authority or Desire to buy (the MAD concept) at that point.1 “Your must be joking. This reminds us of a story which reveals this basic instinct of human beings : A young lady walked into a store and asked for a hairclip.. the man at the counter who finally relented into giving her the clip free of cost could not longer bear the pressure of price-objection and wanted to get rid of it. we are sure to get less NOs and more YESes. had not been provided with satisfactory service.” said the lady and the salesman brought it down to Re. But then. the salesman said. Patil always keeps a positive mental attitude. for buying signals. She selected one and. it is not a No for the future. and smart salesmen always build in a bargaining mark-up in their prices. Circumstances change and so does the decision of the buyer..” Not to be floored by this. He always puts himself in the shoes of his prospect and is thus able to visualise the exact problem of the prospect. was told that it cost Rs. 2. Not being disheartened. Money.who said “No”. yes. he never forgets that if a prospects that if a prospect says No today. Now. “Your price is too high. lHe is patient in answering the prospect’s questions. Rs. And. “Madam. Everyone is looking for bargains in life.
therefore. Remember. In other words. Quality. Your presentation has to be suitably modified to the prospect’s needs. On our saying. you can use data provided by manufacturer. the prospect has evaluated his product and is interested. Simply put. you have to prepare your own presentation for the price objection and any objection is difficult to handle if we are not prepared for it. our price may be fixed and. I am sure you are proud of your work and so is your organisation.” he said. Use paper and pencil. It is rightly said : “Anyone can make dollar article for 99 cents. “We can’t afford it. service. Maintenance. the salesman sees in it a strong buying signal. Our friend Raj Madaan wanted to sell PVC binders to our office at a price of Rs. a constraint within which we have to operate. we lower the mental cost to him. Testimonials. “You have spent several years prepairing training notes for your dealers. existing numbers in operation.customers’ price-objections and are quick to give in and lower the price to get the order. “This more attractive. better-quality binder will cost only Rs. He may be testing us to make sure that it is the best that we can do for him. he is also looking for a bargain. and the specific data which is applicable to the prospect. we should do some research about his needs and tailor-make our salespresentation accordingly.” When a prospect walks into our office to buy. Of course. These people are not salesmen. Your presentation can include : 1. Use it as an opportunity to explain to the prospect. a fair-priced one. In all probability. Do you want to put a quality training programme in a binder that is not attractive and will not last?” And he continued. Reputation of the manufacturer and of your business 2. based on your home-work. a prospect may genuinely feel that our price is higher than what our products is worth to him. delivery 3. your own data. At other times. less down-time 4. That is not much when you consider the feeling of .the “I” account system. He sees in them an opportunity to sell creatively. a prospect gives value to our product. 10 extra per dealer. Value is total package of benefits that we have built up for the prospect. When the prospect says. yet he may raise the price objection. Resale value 5. they are order-takers. Almost anyone can be an order-taker since anyone can make a sale if the price is lower. and so on. In other words. It is the solution that we provide to the prospect’s problem. 30 each. “I can’t afford it”. If we raise the value of our product to meet the specific need of the customer. The customer may know that our product is a good deal. Use the concept of “They vs We” . A professional salesman welcomes objections. better spares availability. Now.
It is often due to the fear that their friends will laugh at them for being made fools of. Very often. Make sure that the prospect understands the total cost involved. his fears would turn out to be “in case” fears. Our Escorts dealer in Nashik. bring out possible savings. and in the case of portable gensets on the cost per hour. give testimonials. he knew how to sell value. Vadnagare made he sale. and so on. do you ever tell the hawker. “I can’t afford it”. 5 lakh purchases.satisfaction that your dealer is going to get be handling the binder for the next five or six years.000 range is cautions as hte buyer used to working with Rs. 4 Ideas to Promote After Sales-Service 1. He was not just an ordertaker. and they have to make decisions to buy. When the prospect says. Vadnagare found out the real reason. and that was that the father was afraid to buy his son a Yamaha motorcycle because of the high speed that it could attain.e. Vadnagare logically explained to the father that if his son took driving lessons before he bought a Yamaha. Mr. this is the missing link in the selling process for the objection. dear reader. we can suitably modify and improve the . Normally. evaluate and decide. you take weeks to analyse. rich people like to talk about how poor they are. i. very good. And if not. Is it cash or an earlier problem with the dealer or the product? Maybe you can demonstrate. Try. try and try to find out the why of the objection. Mr. if you can answer it to your satisfaction. and please reply it honestly : “What can you tell us about your top 100 customers?" Well. Service Your Top 100 Customers the best you can Here is a simple question. He realised that our price objection was legitimate but he met it head on with the value of contents to go into the folder and its life. “I can’t afford it”. Madaan had done his research and homework. in he case of road vehicles on the cost per kilometer. Your price may be higher but the cost may be lower in the long run. if often means that the prospect needs further assurance that he is making a wise buying decision. in the case of reactors on the cost per acre. When you go out to buy potatoes. Mr. “I can’t afford it”? But when you buy a car. found that an executive of MICO who walked into his showroom with his son said.” Madaan made the sale. A fact which a salesman should always remember is that big numbers put a psychological fear in everyone. because we believe in the fact that we don’t have to invent the wheel. why not learn from IBM. The buyer used to purchasing in the Rs. Mr. the fear of making a poor decision. 5. Keep his attention focussed on the total cost. Dhananjay Vadnagare.
All of us have family jewellery. One way to be popular with your customers is to remember a nice thing a customer said about some other customer and tell him so. Remember. Give your customers the best you have and nine out of ten of them will give you back the best they have. service and accounts departments. Look for those customers who are satisfied with your organisation and can give you testimonials mentioning reasons for their satisfaction. Do favours and forget hem. if you go around expecting gratitude. it will cost you extra in terms of money and time and some of the customers will unjustly criticism so hat you can do better. So. Good enough. As a habit. similarly such satisfied customers are the jewels of your organisation. or feel happy because it is a disguised form of compliment as you may have aroused jealousy and envy in such customers. Every branch manager of IBM. you are heading straight for a lot of heartaches. will always have a comprehensive file on each of his top 100 customers. It is not important how you select your customers. Sure. . Why not take inventory of such customers like you do of your spare parts? Do it on every sixth of the month and consider it as the invisible asset of your organisation jut like goodwill and reputation. Be selfish. collect these and proudly display these like you display the photograph . You will start walking around and talking with your customers and employees and you will star solving problems and seeing more opportunities to serve your customers better. Do what you think will be good for you. but at the same time be honest with your customers.wheel of others to meet our needs. These customers can be termed as leadership accounts. is it not? And when you serve your customers better. Another good way is it promote customer . Most businessmen keep such information in their heads. you will feel like a hero. anywhere in the world. You will automatically begin self-auditing your policies and procedures and your day-to-day activities in your sales. once you have the list of your top 100 customers and start thinking what will happen to your business if these customers desert you. Now.album of your son’s marriage. you will start managing your business in a far better way. An organisation with 1000 satisfied customers and no facilities will take less time to make facilities as compared to the time hat an organization with good facilities and no customers will take to get 1000 satisfied customers. no one ever kicks a dead dog! Also remember that it is natural for your customers to forget to be grateful. Get involved in them for the pleasure and profits that they will bring to you in the long run.clubs.
Soldier who was very fond of writing congratulatory as well as complaint letters to all such companies whose products he used. Once he wrote to Wilkinson saving that heir razor blades were very good and also hat one had lased him for six months. Years ago. now we have no hesitation in congratulating Mr.the number you can serve the best. It used to work out cheaper for him as compared to the raising of a bill. It is what we believe that IBM does. On receiving his letter. on free-of-charge basis. I take pleasure to enclose your requirements for the next six months. Rohit Time Industries.. on receipt of any complaint from any customer... through warranty claim opportunities I.. Rohit Time Industries replied : “We request you to kindly replace the glass of the table model which you received in broken condition. any part costing less than Rs. Frankly. 2. Maybe you will never face any situation of this type. finally. here is always one more thing to learn and earn from your customers. a dealer of Escorts from Nashik wrote to the company’s clocks’ supplier. . 3 We are enclosing five rupees along with his letter for the same”.. II. this is an excellent way of handling customer complaints. One Good deed per day to your customer When you are thinking and doing you’ll have no time to worry. In our opinion. You can have 60 or 300 . 20. Keep on learning and keep on earning from your top 100 customers. “hank you for your letter. S. one of the suppliers to Escorts used to send by post. but you can always keep in mind : Think and Do.” With he letter there was a razor blade! III. we had all the reasons to get irritated. Sell more . Shah of Rohit Time Industries for using his imagination so well.And. it will cost you approximately Rs. Please get the glass from he local market. 100 is not a magic number. the sales manager of wilkinson replied.. that the glass of he table model clock supplied to him was broken. R. Some years ago.S. “A good deed is one that bring a smile of joy to the face of another. here is the story of a U. free of cos. And before we forget.” said Prophet Mohammed. However. when we received or copy of he complaint letter from the dealer.
Each party has certain rights and responsibilities. Unfortunately.S. Please read he following carefully between the lines and you will realise that your customers will love you for speaking frankly to them . U. Despite all the new technology.A. they’re the ones who will ultimately repair your motorcycle. the dealer’s and Yamaha’s. If your motorcycle breaks down because you neglected that maintenance. Every purchase of a Yamaha receives an “Owner’s Warranty Guide” that explains Yamaha’s warranty policy and outlines each party’s responsibilities : yours. When you go to your dealer with a problem. Briefly stated. there still seems to be some confusion. There are certain components on your motorcycle hat require periodic maintenance. “Yamaha’s Warranty Program Works for you” — A letter from Yamaha Motor Company to its customers. motorcycles often break down. This is no a blanket guarantee that your motorcycle will never break down. Yamaha will repair it free of charge. bring your warranty registration card and accurately describe the problem. but Yamaha stands behind their machines. If you still can’t get satisfaction. Having a motorcycle out of commission is no fun. He warranty does mean. The more you can tell a mechanic. If he cannot resolve your problem. what happens when a problem that you feel should be covered under warranty arises? First. Yamaha warrants that each Yamaha motorcycle is free from defects in materials and workmanship for a specified period of time. IV. the quicker he’ll be able to diagnose and repair it. contact the owner. and you are responsible for seeing that it’s performed. contact your dealer immediately. however. But make the effort to resolve the problem at your dealership. With that tunderstood. When this happens to a new motorcycle.One satisfied Customer in 10 years will bring you 100 more customers. contact the service manager at the dealership. hat if there’s a failure within the specified period because of defective parts or workmanship. contact Customer Relations at Yamaha Motor Corporation. so it saves time to turn to your dealer first. so you’re covered! .provided you are genuinely interested in them. you have to bear the cost of repairing your bike. questions about warranty naturally arise. If you feel your problem is not being handled properly.
the dealership would have to send the tyre to is manufacturer. The sales girl at the counter refused to listen to her. S.” VIII. Tezpur supplied a Ford tractor to Narohani Tea Estate. VI. During the warranty period . office of the tyre manufacturer was located 500 kilometres away at Cuttack. he delivered it to another tea garden owner. Gill’s colleague told the customer that as per he procedure. The customer had come with a defective tyre in his motorcycle that he had purchased a month ago. etc. a lady brought in a pullover that she had purchased three years ago but had not used at all. tubes. the sales manager saw all this going on. The manager. he was delighted. VII. It is good business sense. G. Mr.A. Sumer visited the garden and identified the problem. have to be taken up directly with their respective manufacturers.. the claims for proprietary items like tyres. a helper put an additional litre of oil in the engine. Eventually. A study confirmed this and soon the market had nick named and dealer Na Manzoor Singh because the dealer hardly forwarded any of his customers’ warranty claims to the manufacturer (Lucas TVS). Our friend Sumer Dugar of Rhino Farm Equipments.S.At Sears in Minneapolis. Fortunately.Some years ago. In this case. Lucas TVS had a dealer in North India who was proud of his record that none of his warranty claims were rejected by the company. While in the workshop of the tea garden. However. “Of course. he delivered another ford tractor to the garden manager and took back the earlier one because he was confident that there was nothing wrong with the tractor.V. He used to send back all the customers without lodging their claims. the tractor hat came back had not been registered till then. The tractor started throwing out oil from the silencer and the garden manager was upset. Sumer changed the oil and thoroughly checked the returned tractor for fitness. “Do you do it often?” replied. years ago. He immediately apologized to the lady who not only took the replacement but bought more goods during that visit. U. When the tea garden manager got another Ford tractor.. a customer came to Mr. She will bring in 100 new customers in the next 10 years. he became a repeat customer. Gill who was working for Utkal Automobiles Limited. And ever more satisfied.. on being asked. Rourkela. Fortunately. No claims on the manufacturer through him meant no rejection of claims by the manufacturer. Later. bulbs. The customer replied that he did not know .
and had paid Rs. ○ Our workshop incharge Mr. I used to : ○ Make a note of the tractors sold before me and also by me around Delhi. J.” . “For this. There used to be 80 per cent to 90 per cent response. Mr. the hours that it could be operated before overhauling or rings change leading to the likely time that it would become due. Gill’s dealership lost in terms of money but i gained too because till date that customer has brought in about a dozen of his friends to buy from Mr. its owner’s name. No doubt. yet they remain empty. Well. land holding cropping pattern. etc. 20. I used to fill up information on number of hours the tractor had been operated. I used to study his proforma and accordingly meet the owners and examine their tractors. were recorded and I left five or six columns blank. mortar and repair tools and machinery. S. A Salesman can contribute to bringing in customers for service Most service workshops are full of brick. The tractor registration number. I used to make my programme so that I could meet each tractor owner at least once before his tractor became due for repair. I also used to make the immediately required adjustments on the tractor. We will narrate the approach of Mr. Gill sent the tyre to its manufacturer but the claim was rejected. Gill overheard the conversation and arranged for a replacement then and there. Lamba used to keep me informed about his idle dates and I used to contact my customers accordingly. In his own words : “I remember when I was looking after sales but had also been assigned the responsibility of bringing in tractors to our company’s workshop at Roshanara Road. Gill.Escorts and its procedures but only knew the dealership. The customer was happy. ○ On my routine tour. During my call. Mr. Gill. 3. ○ My customers had so much confidence in me that they used to get the tractor checked up by me after its repairs. H. I feel that the proprietor of a dealership should similarly be friendly to the customers and also share their joys and sorrows. ○ In the blank columns. Later. Mr.000 for the motorcycle which could no be run because of the defective tyre. it is the job of a salesman to look after the promotion of service too. his address. ○ Back at my office. S.
J. was known for providing this type of service. lMalkapur who follows a creative practice. Gill. the mechanic goes to the breakdown spot with the customer riding the pillion. he keeps a field service motorcycle ready with a mechanic all the time. Dugar strongly believes that each such customer is instrumental in talking to 10 customers per month for the next two or three years. 1. Another case is that of Mr. Believe it. I was summoned by him and given a god one. we would like to drive home the point through various illustrations and actual cases from our experience. I was called and visibly happy Mr. When Mr. he . Again.m. he pulled up Mr.. he sent his mechanic all the way with a torque wrench and other tools to render free service. One fine morning. Even if the tractor was 50 kilometres away from his dealership. Late Mr. he sends his service mechanics to the owners of the tractors. Patil of Lucky Tractors. many more smiling customers. The customer is not charged anything extra for tis service. Armsrong had a habit of driving his car right into the workshop at Roshanara Road. Armstrong reached the office at 8 a.We would further like to narrate an episode pertaining to Mr. During office hours. Armstrong asked me to offer tea to all the customers and schedule their workshop appointments. Rather. S. Escorts dealership in Salem. Balasubramanian of Salem Automotive Corporation. The service at the owner’s doorstep results in additional pars and service revenue. Either the job is done on the spot or the motorcycle is brought to the workshop of the dealership. During the off-season. Since it was my job to get tractors to the workshop. S.” Walk an extra mile to offer service to the customer We would not like to sermonise here because we have already talked a lot about it in this book. Service at the customer’s doorstep Our friend Sumer Dugar from Tezpur provides services similar to those provided by Automobile Association of Upper India. of course. Lamba as the workshop was idle. They carry out the “first aid” repairs and also suggest to them the likely time when it would be advisable for them to visit the dealership’s workshop for overhaul. N. Dugar feels that the extra cost to him for providing this service is compensated by the good word of mouth by the customer. in his own words : “My boss Mr. His mechanic went on the Field-Service Motorcycle and if it was no available. Whenever a customer calls upon the dealership regarding a problem of his Rajdoot or Yamaha. he found that even the passage to the workshop was blocked. And. that very afternoon I contacted a lot of customers whose tractors were becoming due for repairs and asked them to reach our workshop at 7 0’clock the next morning. P.
special to the customer. free service schemes to their old and new tractor customers. It results in tremendous good will. From whatever income Dugar gets this way. Christmas. Gurupurab. Look for an excuse offer free service : Hindsons Agencies. which may be even due to the customer’s fault. You can also look for an excuse to offer such a free service to the customer. water-body service and general check-up are done free of cost for a year. A booklet is given to the customer enrolled and services like diesel and mobil-oil change. Helping he customers in insurance claims : Again pertaining to Sumer Dugar of Rhino Farm Equipments. offer. New Year. Tezpur who has made arrangements with National Insurance Company whereby he is able to provide an extra service to the customer whenever there is an insurance claim up to Rs. Durga Puja. 2. 500. Subsequently. He invites the customer for a free check-up of his motorcycle on this occasion. a . tightening of nuts and bolts. Dugar assured the officer that he would get a new motorcycle and he was able to do it. e. and so on. visit of the Prime Minister to your city. Dugar goes ahead with the job on the tractor or motorcycle and gets the claim processed on his own. 5. such as breaking of a brake lever. he has created “Good will Service Fund”. He sends out a nice birthday-greeting card to the customer on the date on which the motorcycle was bought. For example. a police officer bought a Rajdoot motorcycle from his dealership. Malerkotla and Dhuri. 4. During the camp. He also helps his customers in cases of major claims. your market leadership in a particular year. Nashik has been practising a unique idea for the last few years. they are handy. He customer naturally respected him for this and became his repeat service customer thereafter. He assures his customers that they will not have to go to the insurance company and that is dealership will take care of all the formalities with the insurance company. Look for an excuse to give useful gifts : Escorts ‘ Varanasi dealer organises a service camp for tractors with the help of Escorts’ service engineers. You need not find excuses. Id. Any such claim. diesel-filter change. your anniversary.sent his service van or even his own car. it got completely damaged in an agitation. 3. occasions like Diwali. Ganesh Puja. is taken care of from this fund.g. Service with a smile. Sell after-sales service through mailshots : Dhanajay Vadnagare of Vadnagare Automobiles. very frequently.
Double shift in your workshop : If we can have double shifts in our factories. These invited all motorcycle owners to the camp. Preparations started in mid December. 103 jobs were billed and an equal number of minor jobs were attended to.registration number is allocated to each customer. Develop a family feeling. Double strength of mechanics in the evening at peak hours to attend to minor repairs. 6. organised a Free Service Camp for motorcycles from 28th January to 14th February.m. Each day started with a study class conducted by he service engineer. Slides announcing the camp were screened in all shows at nine cinema-halls from 22nd January to 14th February. 7. Trivandrum. and so on are given to he winners. In all. well in time to go to the office in the morning. The benefits : Office-going people who couldn’t get their mobikes to the workshop in the morning could do son in the evening and get hem back right hen or the next morning. Also. a lucky draw of these numbers is taken out and gifts like tractor accessories. In order not to miss any motorcycle owner. did exactly this. workshops can work more than eight hours to keep the production of service at a level required to meet the market demand. Escorts’ Nashik dealer.m. He gifts are distributed by a districtlevel or a state-level VIP. to p. All motorcycle owners were also informed through individually typed out letters and these were followed up by personal and telephonic contacts. . Vadnagare Automobiles. why not in the workshops? Factories work more than eight hours to keep the production of the product at a level required to meet the market demand. 1985. the technical sessions and the rally on the concluding day. Double service output. No overtime bill for the dealer.. and incentives offered to them. to 11 p. At the end of the camp. tyre pressure gauges.m. personal visits were made to workshops and spare-parts shops. prizes for best-maintained tractors are announced. the informal picnic way :Silver Star Engineers.m. Seven banners were put up at strategic points two weeks in a advance and local dailies carried advertisements for four days. and the second one from 3 p.. This first shift worked from 9 a.
Whereas.On the closing day. a rally of sixty eight motorcycle owners was organised. and it is along this theme that I relate the story of our findings at ETL (Escorts Tractors Limited).kilometer run. the motorcycles were accompanied by a car in which a doctor and senior citizens travelled. if it shows around 5000 hours. All moved in a perfect. observing all traffic regulations and etiquette. Stewart of Ford Motor Company. Winning the customer’s confidence : Here. “We had a specific tractor engine which had been used as a test vehicle for extensive continuous hydraulic testing for over 5000 hours. the rally proceeded to Kovalam Beach Resort where dinner was served and a lucky draw was held. we would disassemble the engine for inspection and analyse the cause of the blow . “The period of 1000 hours of full-load dynamometer test is equivalent to approximately 4000 hours in the field and this engine. A. We decided ha as this represented what was commonly appreciated in the field in India as the life-time of a Ford tractor engine. “If you apply this to a customer-dealer situation where the dealer practice today is to look at the hourmeter and. Mechanics were always at hand to attend to any problems. “It has long been my contention ha a good dealer is one who supports his customer over a long. Each participant was given gift packs. if the dealer were to tell the customer. This provided us with a golden opportunity to discover what the Ford tractor engine really had in its belly and we replaced and ran it under full-load conditions for a further 1000 hours. Throughout the 24 .by. After passing through all the important roads of the city. which had already done 5000 hours as a test vehicle. 8. sustained period generated from mutual trust and interdependence. when again i started exhibiting excessive blow-by. “Examination showed that the net cause was gummed piston rings. completed those 1000 hours on the dynamometer and was sill able to produce full horsepower when equipped with only a second set of piston rings. Disassembly of the engine again showed that the piston rings had gummed and subsequent replacement of the rings again allowed us to obtain full engine horsepower. to declare to the customer “it is time your engine was re-bored” which is a very expensive undertaking. W. “You need a new set of rings and your tractor is good for another 3000 hours” I am have . when it suddenly started showing excessive blow-by (smoke through he breather tube). we will quote the words of Mr. single-line formation at slow speed.
If he makes up his mind to . they will. A leader has to be an entrepreneur. if they happen to be good ones. Any manager who has his eyes glued on short term profit and loss statements can’t do it. Your values and your beliefs “ooze” out of your organisation. A manager must understand these aspects of his leadership role and act accordingly. plant corn. plant men. on free-of-charge basis because you believe it is not his fault. if the engine (the manager) is travelling at sixty kilometers per hour. so that his men can follow behind. plant a tree. say. How? 1. And if your values and beliefs are ordinary ones. The illustration on the next page elaborates it best : Now. won’t the wagons (his people) also travel at the same speed? Yes. There is a lot of wisdom in the hackneyed proverb. three years for your CGR (Character. if the engine slows down or gets derailed. When you walk an extra mile for your customer to repair his machine.” Plant men? Yes. above all. the manager. And on the other hand. very essential when you are managing people including customers. Reputation) to go up and. It takes. So patience is a virtue and is very. it may take three years before the customer is ready to buy again and he remembers your gesture or is able to convince someone else to buy from you. Become a “gardener” of men. Therefore.a great deal of confidence in a dealer who is apparently not taking his money for nothing. they too become obvious. “Speed of the boss (leader) is the speed of the team”. to his customers and. to himself. an innovator. say. what will happen to the wagons? “An organisation is the lengthened shadow of one man” and that is you. with a flag in his hand. how to make your people? Draw your inspiration from this Chinese proverb “If you want to plan for a year. But if you want to plan for 10 years. This is so. He has to listen to his people. irrespective of whether it is a large group of 600 men or a small group of six men. and an inventor. Let us explain.” 6Ideas To Make Your People Now. If you want to plan for 3 years. Goodwill. three months for your CGR to come down. don’t assume that this act of yours will bear fruits right away. a manager must behave at all times as a typical leader. which is out of the warranty period. Lead your people with the flag in your hand A manager is a leader of his group.
get these from any video parlour in your area. A dealers’ conference was to be held and a pencil had to be purchased for inserting in the conference folder. It has been wisely said. a statue of a lady for his gardens. Staying calm means not showing or expressing anxiety or fear during lean selling periods because lean seasons pass away. As time passed. He may face occasional storms. not noticing the lack of response on her part. Pygmallion’s belief converted his fantasy into reality. to create in marble. he will. So how much is enough? Look around and see and you will find that your watchman has more security than you. and these actions become inter-actions with the second party. Push it and it will go nowhere at all.” 2. Thoughts become actions. In other words. She came to life and loved him for the rest of their lives. So strong was his belief in ‘her’ that one day a miracle occurred. but the attempt to pacify it is like trying to calm waves with a flatiron. turning boys into men. While sculpting the marble block he was doing such a fine job that he fell in love with this statue as if it were a real person. If a person believes something to be true. yes. All the three were asked to work . It is human nature. He has to possess a lot of courage to be able to lead. It’s just that way when it comes to leading people.” Don’t push. The story of Pygmallion : “There was a rich trader in Greece who commissioned Pygmallion. “You want peace of mind. He would put it on a table and say. Security is peace of mind.outperform every quarter. General Eisenhowever used to teach leadership with a piece of string. he acts out that belief in the same manner. It is the perception of another individual which becomes the basis for taking and making decisions. “Paul it and it will follow wherever you wish. There is another interesting story on the subject “There were three colleagues named Ram. but what about security? This may be a good question and the answer is : Security is a myth! Why? Because there is no limit or end to security.” This is also called “Self-fulfilling Prophecy”. It means coolness and presence of mind under all circumstances. he would speak to it for hours on end. a talented sculptor. Understand pygmallion effect (PE) to turn your people into committed people What is Pygmallion Effect ? We strongly recommend you see the feature films “My Fair Lady” and “Man Pasand” . What is courage? Courage is will power. our subconscious thoughts play a very important role in our actions and decisions towards people. Courage. And staying calm during these storms is what will take him through them. Pull. Laxman and Bharat working in a company.
they come in red. It is a habit-forming approach and. He must genuinely believe that people want to work and they want to work purposefully. green and brown colours. Catch them doing something right! Yes. Which one should I buy?” The boss may react to the same question in three different ways. it is a continuous approach.the self-respect (self-esteem) of each of his men. ‘Bharat. How? Here are some of the ways : i.on it. therefore.’ This is also because of the Pygmallion Effect because the boss is not very sure of Laxman and sometimes does not have full confidence in him. this is because of the Pygmallion Effect and the boss is to be blamed for not letting his people make routine decision and thus building confidence in them. Why do you waste my time and irritate me? Please go and buy green pencils with eraser. Build self-respect of your people Any manager who wants to make his people ensures that each of his actions builds . His reaction would depend upon the individual impression that he has of each of the three men. Each one individually went to the boss and asked the same question : ‘Boss. “When Laxman goes to the boss and asks the same question. “When Ram goes to the boss and asks the question.’ This is because of the Pygmalion Effect. purchase of 40 pencils is a very minor decision and need not be talked over with the boss. ones . sir. keep on listening and keep on seeing and whenever you come across any of your people (employees. customer. It cannot be done in one day or in one way. 3. the boss thinks well of Ram and he has made up his mind that Ram won’t make any mistakes.up . family members.“brick by brick” . the boss says.starting with small ones and gradually coming to bigger. the boss says ‘Laxman. the pencil with eraser cost Rs. catch them! Do not only notice it . Any good boss will cultivate his people to start taking and making as many decisions as possible . rather.and occasionally sitting with his people and analysing the decisions taken so that the quality of decisions taken keeps on improving. ‘Ram it is good that you asked me. His opinion remains subjective and possibly the organisation may suffer. I am happy you consider may opinion. I wonder why you ask me this routine question? Why not go and decide yourself and I will go along with you.’ Again. colleagues. 3 and the one without it costs Rs. and so on) doing something right. this is too much. “When Bharat goes to the boss and asks the same question. Incidentally. the boss says. 2. be cautious of the fact and accordingly build it into a healthy habit over the years.
He sold only 35 tractors in 1987. believe it you will be able to do so irrespective of the size of your organisation. above all. There is no end to what you can do for your people. he said. R. this man was asked. money. you say your prayers. Whenever you do any such thing. It is not always the amount of money or time that matters but the thought behind it and the style it is done in. The dealer says that when his business does even better he will start paying for medicines as well. 300 per month and every employee can go to him for consultation.like you expect from your boss.g. You are a good man.” The man started saying his prayers for longer and longer hours because he liked to listen to this word-of-mouth publicity. give them challenge. give them job satisfaction and. Once you have the right attitude and desire to give security. What you say. Mr. what your eyes says is 20 percent. He has built this dealership over the years by simple thoughtful acts. he pays a doctor Rs. give them respect . education. “because once my neighbour caught me saying prayers and appreciated it!” Is it not logical. common sense and a good example of auto suggestion? ii. when you give. he gives him a plot of land. and what your heart says is 40 per cent! Remember this. and you will never go wrong. . why don’t you make it a habit? You will benefit from it. it amounts to your giving a medal and that is it. Give them security. When he met him. give them money. Everyone in the world has a boss. Follow it up by relating the incident at a right occasion and also put it in writing. what your mind says is 30 per cent.but also acknowledge it openly. give them education. when an employees has worked with him for five years. “I am happy that I am your neighbour. You don’t have to have a large organisation to start doing what big corporations do. in one way or the other. and so on. challenge. A man was once saying his prayers and his neighbour accidently saw him doing so. Subramanychari. One day. We have seen many employers giving Deepawali or New year gifts to their employees like rich men distributing alms to people sitting in a line in a temple compound! They give because they have to give and not because they love to give. This went on and on. Don’t you expect your boss (your customer) to catch you while you are doing something right? If so. give them training. Think about it. the pen is lighter than the sword. is 10 percent. Remember. Whatever you give should be given with a feeling. e. the Escorts dealer at Guntur does exactly that.
Any leader . His shoulders are strong and broad. he earns the genuine respect of his employees. for a year and see the difference. A good leader (manager) shares his success with his employees and takes the failures on himself. even if your people come at 9 a.should set good examples himself. You cannot do it overnight.his success is your success. Sit with him using commonsense and then help him make a step and in the meanwhile prepare him for failure. anxious moments and results in a “you care” attitude. in addition. Teach them discipline by setting examples. Their success is your success Let your employees taste the “blood” of success. Once they taste success. better .. in case things do not work out as per expectations. Give them a reason. If you come at 11 a. A reason for doing is important for your employees.” In other words. you are already five minutes late. You can’t say. Moreover. and you talk about it sensibly and from your heart. it happens when he achieves more than what he is supposed to on encouraging and keep on chasing till success is achieved. Some day. In this connection. “Today I will have discipline in the office” and then relax. always reach fifteen minutes before the appointed time. It is a good habit which will reduce blood pressure. You won’t be able to stop your employees from trying to achieve one success after another. 4. their successes are your successes. he will fast success and that is it . you will be able to look straight into the eyes of your employees.m.iii.m. and your office starts at 9 a. there is a wise American saying : “If you are ten minutes early.manager . It is not a situation of “tap on. They may not put their hearts in their jobs till they see you working harder than them.30 a. A sale is a sale but when you tell them that a sale of one unit means so much profit to the organisation and.m. you have to discipline them sensibly. and your voice will not only carry conviction but will carry fairness as well. In the process. you will create a snow ball situation. You will not only reap rich dividends but will start enjoying your job as well. There is always a next time for him as well as for you. it takes continuous conscious efforts on your part.m. Try coming in at 8. What is success as applicable to your employee? Well. tap off”. He admits his mistakes gracefully and asks for suggestions to avoid failures. When you want to make people.
Don’t be shocked if we say that people are like apples! When you get an apple with a spot on it. and so on. People are employees. Human being are people. They may have weakness such as : ○ Employees may take longer time to do their promised jobs than they should. most of your employees.prospects of more sales. the spot is not very deep. he too can make mistakes while writing and he uses the eraser to rub out his mistakes. you are tempting your honest employees to became dishonest. You may have heard the name of Michelangelo who sculpted the .” In other words. telling. ○ Never allow your employees to cheat you. Don’t allow your employees to get away with swindling. use common sense and forgive an employee for occassional lapses in case you feel that he is basically a good person. Your employees will then start working harder as well as be smarter at their jobs. short temper. Because people never really put themselves into a job until they understand how their individual roles can make the business successful. She cannot be a little bit pregnant! However. the manager is to be equally blamed for allowing himself to be cheated by creating temptations for them. ○ When employees cheat. 96 per cent of the time. you can keep them in mind while getting things done from them. selfishness. colleagues and associates are like apples. Forgive their mistakes gracefully There is another American saying : “Even the chairman’s pencil has an eraser on it. greed. the employees are likely to understand it better. lies. Similarly. Employees are human beings. when a chairman writes. You have to remove their weaknesses with your “mental knife” and use their strengths to mutual advantage. ○ Employees may have an in-born tendency to cheat unless preventive atmosphere exists in the system. A spotless apple is very expensive. And make it a habit to give them your reason for whatever you want them to do. If one is dishonest and you ignore it for too long. You can apply the needed “discount factor” when dealing with them. ○ Remember that an employee is honest or dishonest just like a woman is either pregnant or not pregnant. Once you know such weaknesses as built-in parts of your employees. Human beings have built-in human weaknesses such as laziness. 5. what can you do? You can either discard it or else eat it after removing the spot with a knife.
“Nothing can be done. accepted $1 per year as his salary which was once around $1. Michelangelo did not see the imprecations.” There are basically five principles underlying the concept of “working Together Works” : i. this player is excellent as an individual player but is not willing to sacrifice personal acclaim for the good of the team. The block of marble he used was flawed and imperfect. the result will be jarring noise. Unless we try to become Michelangelos. you can overlook their imperfections and utilise their strengths. ensure that you have good team employees instead of only good employees. ii. Therefore.000 per year. he saw the greatness and looked around the flaw. which is considered one of the greatest works of art ever created by man. to be successful. Like a soft spot in an apple he cut around it. Even in a boat race. He could then afford to go to the union and his other colleagues to ask for . he is useless to the business. it was very good marble. Have you ever wondered why a particular player is not selected in the team? Possibly. as the leader of your organisation. If every musician plays a different note. as though it wasn’t there . Inside. Take your office. That is it! We can all be “Michelangelos”. Mcihelangelo saw the block and had the vision to see the form of “David” waiting inside the marble asking to be set free. 1. you may have an excellent employee but if he is not walking that extra mile in harmony with his colleagues. Make yours a winning team A Japanese wise saying beautifully describes the concept of “working together works’ in the following words : a projecting nail must be hammered down.000. We have to have the vision and you can develop this vision to see through your people and by trial and error and practice. Make sure that you use your “dip stick” again and again. must be understood and backed by each member of the team.statue of David. after chipping for a while. We all see our people.” They refused to try and overlook the flaws. Many artists had seen the marble block standing in the open pit with imperfections visible even to the naked eye from a distance and said. It cannot be a management director Any idea. Equality of Sacrifice! Lee Iacocca of Chrysler fame. we will see imperfections in our people and thus will not be able to work towards maximising our profitability. the fastest team is the one whose members move the oars in perfect unison and of course most forcefully. Each member of an orchestra has to play the notes on his instrument so that the net outcome is music.
it is very important that its parts work in perfect coordination. The spirit of trying to solve is important and once you try. good attitudes do not result from good positions or wealth. And when you act. This is the simplest way to explain the concept of “Working Together Works” which can be further understood with the help of 13 body parts that must work further understood with the help of 13 body parts that must work together so that the output of our body is greater than the sum total of the output of individual body parts. the employee will feel satisfied that you had tried to help him. The fact is that people get good positions because of their positive attitudes. your employees will listen. When Should Marketing Be Taken Seriously? . If the leader sacrifices today for tomorrow. iv. As simple as that. your employees will watch you. How you feel about yourself is very important. it is hard for you to feel good about other people and to work with them. it has a crippling effect on the whole body. Remember. both to other people and certainly to your. Getting along with people This is dependent upon your attitude towards them. If any of the parts suffers a damage or becomes inactive. Iacocca describes it as “to bleed equally”. If everybody is willing to suffer equally in your business in terms of working hours and conditions. Solve his problems to the extent possible and try to solve every problem of each of your employees. It is as true as the fact as : “You do not smile because you are happy. Put yourself in his shoes. If you are the owner of a business you have to set examples. See his problems from his angle. the team will work more effectively. even though the problem may not be solved. So you have to be careful about everything that you say and everything that you do. The fact is that people get good positions or wealth. (iv) Put yourself in others’ shoes Each team member has his own problems. his followers will also do the same willingly and naturally.sacrifices. you are happy because you smile. When you talk. you can be sure to beat your targets. And it often takes adversity to get the people to work together. If you do not feel good about yourself. iii. Add a drop of smile Even for our body to function well physically.
it means applying your mind to issues like” which product to focus on? Which segment to focus on? What should be the basic proposition? What is your positioning. you really start thinking and taking actions about customers. and 6. 5. You should change your approach to aproactive approach. Thus when you start taking marketing seriously. there are no short cuts available. which first requires change in thinking! In short. When I say. etc. any business could be passing through one of the three broad trends/phases either its sales are “Growing” (15 to 20% average growth per annum) or the sales are “Stagnant” (i.e. at any given time. Which will further call for investments to terms of time. The Next Question If an entrepreneur feels that marketing is really relevant to his business.In the last article titled “Is Marketing Really Relevant to my Business?” (IPF May 05). it is the “Sales Trend” that would determine the answer to above question “When should marketing be taken seriously?” Taking Marketing Seriously Now. money and energy. 3. It is expected that generally. It may involve some experimentation. And the most important is a change in approach. just + or -4-6% variation in sales over a period of time or even wide fluctuations). money and energy and in other resources like manpower. or outright “Decline” in sales over a period of time. let me explain a bit more on this question as to what is meant by taking marketing seriously. before you arrive at right combination. their requirements as opportunities and . the answer is to be found out by the individual entrepreneur. You should have the willingness to review and analyses the whole business in a different perspective. Mind you. Further. but mostly downs). “taking marketing seriously”. You should be willing to start planning. to implement the tentative plan. it also means investment in terms of man power. You should strategies your marketing efforts. 2. Should have patience to experiment and wait for results. if you want to take marketing seriously: 1. Should be willing to make investment in terms of time. promotions. at least tentatively 4. we discussed what marketing is and its perspective with respect to SMEs (Small & Medium Enterprises). only then will have to answer the next question “When should be marketing be taken seriously?” Generally. Obviously. (with some ups.
can you afford to make that assumption? You may find someone suddenly introducing a new product. new foreign competitor starting operations in India or the government changes its policy. and 3..converting those opportunities into a substantiable business. to take the marketing seriously. reduces prices. new technology make debut.e. inclination to think in terms of marketing 2. value proposition. i. i. Now. Resources for investing in the marketing efforts as this could require a lot of resources in terms of time of the entrepreneur. Patience and courage to experiment on different combinations. etc. if you consider these requirement against that status of the “Sales Trends/Phases” of the business indicated above. And naturally so! Why should one talk of segmentation.e. because you never invested in any mechanism (marketing set up) that would enable you to face such situations. just because you are growing. It is highly action oriented) This implies that. Why take so much trouble and get distributed? As such. Here.e. it is the action for implementation that is going to show whether you are taking marketing seriously or not. However. then following picture may emerge. nothing much can go wrong. growth will continue almost for ever! and. The frame of mind to think in different way. Ultimately. and not the thinking or the written plant! Those are only small but important steps in that direction! (Marketing does not mean just strategic planning or thinking. during this phase you have the resource as well as patience to experiment. you should have: 1. i. etc? Things are happening as per the desire so why bother too much? Why to invest. Let us think of the first situation. you are assuming that the same state of affairs. A. And that is where are make a mistake. you do not have any incentive to take marketing seriously. nothing wrong with this thinking expect with the underlaying assumption. Growing Sales (on an average around 20% or more per annum) As we have seen. . marketing plan. the sales are growing. which product to focus. In today’s globalised and competitive economy. So when and if it happens you may not be ready to face it.
at a time when you must take drastic steps. So you could be wiling to try out the marketing approach. Under such circumstances. you have the resource and patience. The problem with this phase is that. as we have seen. in decline phase. people think that these are temporary problems. try out new approach. and you could be facing more and more problems. if right solutions is not implemented (mind you there are no quick fixes in marketing! or for that matter with anything else). Declining Sales Now. The end result could be the loss of “Time”. i. You would like to get faster results for whatever initiative you are taking. you have no patience for experimentation for trying out the marketing approach. you neither have patience nor the required resources to carry out marketing approach. unless some fundamental or drastic steps are taken. The market or situation will improve. etc. Instead your focus could be shifting to cost cutting.e. with you back to the wall! You are now inclined to try out different “ways” to over come the crisis. You are likely to become “inwardly focused” (due to the . marginal growth or decline over a period of time.So. which will require investments. They remain just within ±4-6%. The result could be that you could become vulnerable to changes in marketing government policies etc. However. B. However. generally for the first couple of years. you are not very much inclined to try out some thing new like marketing approach. Let us wait and watch. in the Growth Phase. Stagnating or Widely Fluctuating Sales (plus or minus 46% change) In this phase. Sales are declining Quite obviously during this phase you have no resources for investments in anything. Fundamentally there is nothing wrong with product or markets or the company. the situation may not remain in control. You are engaged m ore in “fire fighting” exercise. You have no time to carry out experiments and trail and error methods. but no incentive to take marketing seriously. Or even it could be widely fluctuating over a time period. although you are willing or inclined to try out marketing approach. you have neither resources nor the time on your side. experimentation.e. You would like very quick results and naturally so! In short. if nothing else is working. The “Time” gradually runs out. C. So. let us take the other extreme situation i. your sales are just not growing.
that you should take marketing seriously. for whatever reasons. Generally. then. You may not realise as to when you may enter into “Decline phase” if the situation. So. do not take marketing seriously? The answer is both.e. Day to day Experience! . But if he wants to remain on path of growth on a sustainable basis. Nothing wrong with this approach except that you must guard against slipping in the “Decline Sales’ phase. in declining phase. then as indicated above. is that the correct thing to do i. the chances could be that you may miss the shift/change that is taking place in the “market” or the “environmental”).inward focus. And decide to wait and watch. how do you go about? When situation demands. in any of the phase indicated above. during the growth phase! For the moment. marketing could be taken seriously in any of the there phases/situations! Is that the conclusion that an entrepreneur should draw? But. i. Therefore you just wait and watch with the hop that things would improve on its own. the best time to take marketing seriously is when going is good. So. other than what he is or was trying out? If he is settling for what ever comes in his way and feels that nothing much can be done. you neither have patience nor resources and patience during growth phase. marketing is neither relevant to his business and need not be taken seriously in any way. that is what is observed happing in reality. In a nutshell. the situation doesn’t demand for marketing approach! And during stagnation you hope for “Better” or “Improvements”.e. it is observed that entrepreurs do not take marketing seriously. Yes and No! Does he want consistency in growth both in sales and profitably? Or is he willing to accept whatever come to him in a given situation? Or he believes that there is nothing much that can be done or possible. which you are hoping would improve doesn’t improve. let us leave aside this discussion.
It is said that any organisation resembles a human being. If someone has no health problem. waits or feels that on its own it may get sorted out. unless you are fit and fine. yoga classes (better health practices). you can’t survive in this competitive world! It is better to “Prevent” rather than wait and then “Cure”. More and more people are going out for jogging. let us accept that the health of a person resembles that health (trend in sales. go to the gym. Time and again it is proved that “Cure” could be costiler than “Prevention”. Because there is no need felt to change this lifestyle. So. them. etc. Gradually there is realisation that. the person gets worried enough and approaches the family doctor. or control the diet. There are a our of similarities between the two. than why not adapt the same policy for business! Why not adapt “Better Marketing” (like better heatlh practices) when you are doing well! Mr Entrepreneur. just think which approach or policy is better for your organisation? “Preventation” our “Cure”? Advantages There are very specific advantages in taking marketing seriously when going is good! . if the same person starts facing minor problems at first. she/he generally ignores it. let us see how normally people behave in case of their health related issues. For out discussion. in our case) of an organisation. or even a specialists. But if the problem persists. The same lifestyle continues. At the most.Let us now turn our attention to our day today experience. if this realisation is growing in case of personal health related issues. and the same normal lifestyle countries. some known common remedy/ therapy is tried out. in some other field. Now. say due to some incident. Thus the general policy is “Cure” rather then “Prevention”! The change in Thinking! However as all of us are observing there is a gradual change in thinking! There is growing attendance at the gyms and health clubs. If we accept this proposition. obviously she or he generally does not do any exercises. or all of a sudden realisation dawns of the seriousness of the problem.
you are creating a proper marketing infrastructure. the time is one side. So. which is likely to give you an edge in a time to come.Firstly. The need to “know” an oragnisation before venturing into. How To Take Charge In A New Management Role 1. which will help you to retain your profitable growth path. Secondary. Mr. as they may not be taking marketing seriously. you will be preparing for the future. it is often the root of this problem. may not affect you too much. Entrepreneur What’s you decision then? When do you feel marketing should be taken seriously/ Just thin! The decision is your alone!. So. The mistake. even if made. This will help you in staying ahead of your competitor who may not be ready with comparable infrastructure. Isolation inhibits the leader’s the leader’s ability to develop important . you may be able to arrive at some workable winning combination. If you invest in marketing during good time. Being Isolated An over reliance on reports and analysis rather than devoting time to meet and talk with new colleagues can isolate new leaders. by trail and erro. which always come.
New leaders must get out the about in their organisations quickly. 2. Leaders are brought in to improve performance by imparting new ideas. making it difficult to rally support for change. This means giving primacy. New leaders generally are not held responsible for an inherited team’s performance during the early days. believe that the subordinates they inherit deserve a change to prove themselves. even if they are confident they understand to organisation’s problems and the best approaches to dealing with them. New leaders must embrace and project a spirit of inquiry. Others believe they must appear decisive and establish a directive tone. Personnel changes may be difficult in government. impeding a newcomer’s ability to learn the true nature of a situations. depending on the severity of the problem for deciding who should be one the playing field. They should impose a time limit six to 12 months. Employees who believe their leaders minds are made up are reticent to share information.relationships and to cultivate sources of information. establishing and refining an agenda. or seek to terminate people summarily. they encounter direct reports that are too inflexible to change. Many fall into this trap through arrogance or insecurity. Retaining direct reports who are not up to the task squanders precious time and energy. Staffers become cynical if they think their leaders deal with deep problems superficially. Impressions. early on. This is not to say that new leaders should be unfair. Written assessments. it springs from arrogance. are more valuable to people in the organisation who understand the stories behind them. or hubris. If this practice goes on too long. Staying Too Long With The Existing Team Many. Whatever the source of the impulse. Some see it as an issue of fairness. Time spent carefully diagnosing the organisations’s strength and weaknesses seldom is wasted. although informative. Attempting Too Much . making tough decisions and instilling a can do spirit of achievement. ideas and strong feeling about how to deal with issues. to learning over doing. especially those with a collegial style. They key is to be systematic and efficient at learning. often more important than formal analysis in making crucial early decisions. 4. then the newcomer is inevitably labeled as remote and unapproachable. it’s not advisable to retain team members with a record of mediocre performance. But after a few months. Coming In With “The Answer” Too many arrive on the scene with “The Answer” a preordained fix for the organisation’s problems or they reach conclusions too early in their tenure. expect miracles. for others. tham team becomes the leader’s responsibility. 3. and adopting methods for gaining insight. but they are not impossible and the effort usually is worth it. Frequently.
This is . New leaders must exercise great care in deciding who to listen to and to what degree. It’s easy to set unrealistic expectations about what can be accomplished during transitions. Whether they come from outside or are promoted from within. 5. or use their proximity to the leader to advance partisan agendas that alienate other and close off valuable input. leaders must identify the vital few top priorities for the first year. New leaders want to impress. Among the many people vying for the new leader’s attention will be those who are incapable. Just as one is known by the company one keeps. something is bound to click”. Should leaders are trying to send the message that winners are active and able to handle diverse challenges simultaneously. judgments about new leaders are based on perceptions of who influences them. Easy on in their transitions. well meaning but out of touch. and new bosses too often expect miracles. New leaders should never presume that their initial mandate will or should remain unchanged. Failing To Build Coalitions Many devote too much time during transitions to the vertical dimension on influence upward to bosses and downward to direct reports and not enough to the horizontal dimension of peers and key external constituencies. They should devote considerable effort to dialogue with their superiors and other key constituencies. Being Captured By The Wrong People The arrival of a new leader inevitably precipitates jockeying for positions in the new regime by those who had influence in the old organisation. “If I get enough things going. the risk of overload is great. it beings even sooner. before new leaders have a thorough understanding of the situation.Some try to do too many things at once. new leaders must keep lines of communication open to balance that internal influence. during job interviews. have skewed or limited information. The roots of this pitfall often lie in lack of prioritising or poor planning. They theory goes. 6. This approach renders an organisation confused and over whelmed. Performance expectations typically are negotiated early. or in search of power for power’s sake. 7. They must discipline themselves and their organisations to focus on those priorities. Given the many demands confronting federal organisation. intent on misleading. Setting Unrealistic Expectations Managing expectations starts the moment a new leader arrives on the job. For those hired from the outside. Advisers who don’t represent broad constituency.
the fundamental qualities have largely remained constant. Building coalitions is especially critical for federal leaders who have to manage in a political environment. accelerating their learning. Avoiding these pitfalls depends on how well new leaders prepare fro the manage their transitions. new leaders need the support of people who aren’t under their authority.understandable. since leaders naturally gravitate to the people they report to and who report to them. and crafting a plan to reach out the build support. Leadership’s Core Quality Though there are numerous variations in leadership styles and modifications in approaches. and securing early victories. negotiating success. identifying personal vulnerabilities. This means carefully diagnosing situations. But sooner or later (probably sooner). building coalitions. mapping networks to figure out who influences the influences. . This means identifying who influences key decisions and what they care about.
Those leaders will: • • • • Act and be unwilling to rationalise inaction with relentless follow through to ensure that the action is implemented. refusing to accept the response. are the ones we follow. an outcome. he places these core qualities into four basic areas: character. Open minded and capable of respecting their competitors or adversaries and learning form them. vision. and who can translate that to clear objectives. Create and shape change rather than passively accepting it. Inquisitive and approachable enough so that others feels safe offering honest feedback and new ideas. is and obvious by both their actions and their repeated communication of what must be done. and thus to the vision. Vision Leaders who can spark the imagination with a compelling vision of a worthwhile end that stretches us beyond what is know today. without ”smiling up and kicking down”. Character • • • • Infused with humor and humidity. Successful business leaders develop goals to achieve their vision. Their commitment to the goals. Action oriented. Seize the opportunities of the present without compromissing the need to invest and build for the further. and honest with themselves as to their own strengths. Behaviors With clear objectives in mind. the issue then become what a leader will do. and challenge the status quo. knowing that much can be done if it doesn’t matter who gets the credit. which surfaces not as a desire to move for movement’s sake but to move directly toward a clear goal with a relentless follow through. Self aware. and sincere efforts to improve. and why. through clearly stated overarching objectives. in both leadership situations and general business conditions. . how he or she will behave while working with and through people in pursuit of the end goal. In this article. Flourish in a boundary less work environment by focusing on results. the most successful leaders exhibit a common set of behaviors. and confidence. Although leaders must adapt to a specific and ever changing set of circumstances. “We’ve have done that before”. and by nature inclined to treat individuals in their organisation equally.feels the author. The most elegant documents and structures where irrelevant it they did not help the readers form a vision. weakness. behavior.
• • • • • • Confidence Leaders share another attribute that is critical for success self confidence. and a willingness to communicate with teams and to follow through. But frequent. An understanding that communication is a two way process in which leaders listen. critiquing. performance. Confidence and trust in employees. and potential. seek out the opportunities that lurks in every challenge and realize that things are never as bad as they seem. not to command and control. A title along cannot inspire others to work toward a common end. but not so detail oriented that they “miss the forest for the trees”.. and honest communication does inspire others to follow. Seek consensus without being paralysed by the through of making a mistake or intolerant of those who make them. including the leader. and are driven by a need to compel and to influence. and listening. Sharply distinguished from arrogance of egotism a healthy level of self confidence enables the leader to undertaken the difficult ventures necessary to meet his goals. and a desire to give opportunities to any individuals who are eager to accept the accountability that necessary goes with responsibility. lending all their energy. will be evaluated against those expectations of the basis of performance. Be detailed oriented enough to know whether the objectives are being met or the course is correct.• • Evaluate and deploy people based solely on strength. never give up. Strength of character and foresight mater not a whit if people are not willing or able to follow some one. hunger for feedback and new ideas. and commitment to the endeavor. Communicate constantly influencing. encouraging. ideas. . open. An appreciation of the principle that well informed team members are the most motivated and strongest achievers. including those without the benefit of a little. Think positively. Well articulated expectations of high performance for each and every member of the organisation and the belief that everyone.
Such was the case for a company that targeted aggressive expansion based on several years of sales growth. If you are filling the same position with less experienced people. It experienced relatively high rejection rates for these critical senior jobs. “It’s not likely”. Example: As a U.Talent Management When someone says to me. Following are all too common. The rate of change is no longer slow enough for people who come in at the bottom to assimilate before reaching upper middle management. experiencing family problems while abroad. etc. “This is the fourth person we’ve had in this job in six years. When a company fails to recognise these requirements in key positions are changing whether due to internal change.S. they obviously do not have the same capability for making business judgments. Situation #1: Business growth dilutes expansion in key positions. The immediate solutions was to aggressively rotate people at the levels prior . Instead of looking to the individual you need to look to the staffing and talent management process including succession planning. Previously sales managers were required to have 12 years of experience. That pool was exhausted. real world examples of systemic problems where succession planning becomes an urgent need. Situation #2: A key position is suddenly no longer easy to staff because the number of available positions has increased or the talent pool has shrunk. I respond. because the market placed a high value on their ability to deal with clients business issues. based multinational increased its global presence. such as rapid growth or alterations in the business environment it puts itself at risk. Example: Most organisation regard growth as a god thing. What they may fail to recognise is that if you have an informal talent development system time and grade growth brings dilution. it began having difficulty finding sufficient talent to go overseas as country managers. in two years it would find itself with sales managers that had only three years of expansion. Faced with constrained resources. many companies have trouble justifying an investment in talent management or succession planning beyond the traditional use for top executives and high potential individuals. the company could “troll” for the people who wanted them. I hope he can make a go of it”. If it continued to add sales staff by entrylevel hiring and promoting from within. as well as collateral damage: people were coming back early. Why? There is clearly a systemic performance failure: a problem with the position and the system around it. When it had only a few of these position.
Situation #3: An urgent demographic issue arises. prepare. Successful organisations optimize their succession planning by balancing the individual perspective (labor pools. you need to continuously monitor actual circumstance including the talent supply and demend sides and adjust position requirement and development as needed. “Where’s our bench strength? This situation occurs because the corporate focus has been elsewhere: winning business. lower level staffing etc. and systemic problems that cause failure. The longer term answer was putting processes in place to identify. the position’s role in the business and the system around it). Replacements for top positions are too often dealt with on an emergency staffing basis when an unanticipated exit occurs.S. In times of change. . pipelines. and support appropriate candidates. Selection and development tend to be individually oriented: systemic structure tends to be ignored. In a typical scenario. a board of directors suddenly recognises that a significant number of senior executives will reach retirement age in the next five years and asks. competencies) with the position perspective (changing requirements.to candidacy for country manager between U. the company. suddenly releasing it should never have allowed itself to be in this kind of crisis. And overseas assignments. transaction. structure. At this point. Example: This example is closest to the traditional application of succession planning. paying more attention to the position. You may need to rebalance. launches a flurry of succession planning activities. That’s a very different perspective. The way to prevent systemic problem from recurring is to have renewable solutions in place.
If you can change your feeling. rigid. inefficient. We must learn how to think well and reach our potential. efficient. competitive. people are not measured in inches or pounds or college degrees or family background. oragnisation must learn how to think well and reach their potential. The results that companies achieve are often very different from the result that their management desire. lean enough to beat any competitor’s price. innovative enough to keep its products and services technologically fresh. and not how to think. Here are a few reasons why good thinking is important: . But knowledge has value only in the hands of someone who has the ability to think well. they are measured by the size of thinking. If you are willing to change your thinking. you can change your actions. Why should you embrace the value of good thinking? David Schwartz.Mantras For Manufacturing Excellence Every organisation wants to be flexible enough to adjust quickly to changing market conditions. for you will never go higher than your thoughts”. “Knowledge is power” said Francis Bacon. innovative. why are so many business bloated. noncompetitive. But the problem with most educational institutions is that they try to teach people ‘what to think. Look at all the successful people in the world. unreactive. and profitable. In the same way. clumsy. disdainful of customer needs. customer focused. good thinking will make you better. what do they have in common? What is that one thing that separate those who go to the top and those who never get there? It’s good thinking. All of us want our children to be educated in the best schools and colleges. you can change your feelings. So if managements wants companies that are mean. And by changing your actions based on good thinking you can change your life. flexible. It doesn’t matter who or what you are. I am not undermining the importance of good education. Good thinking Benjamin Disraeli the great philosopher once said: “Nurture great throughout. Becoming a better thinker is worth your effort because the way you think relay impacts every aspect of your life. and dedicated enough to deliver maximum quality and customer service. nimble. Professor of Georgia State University and the author of ‘The Magic of Thinking Big’ has this say: “Where success is concerned. responsive. sluggish. and loosing money? The answer lies in how these companies do their work and why they do it that way.
bad thoughts and actions can never produce good results”. I am your greatest helper or heaviest burden. You understand this in the mental and moral world. It doesn’t have to discourage you. I have made great. The ceiling on your leadership ability is low if you are a poor leadership ability is low if you are a poor thinker and that ceiling is high if you are a great thinker. I am your greatest companion. I am with me. I am completely at your command. etc. Half of the things you do you might as well just turn over to me and I will be able to do them quickly and correctly. you can try and decipher this. Remember the proverb as you sow. you need to sow great thinking. I am the servant of all great men. I am not a machine. Show me exactly how you want some thing done and after a few lesson I will do it automatically. Good thinking produces more good thinking IF you make it a habit: The problems we face today cannot be solved by thinking in the same way we thought while creating them. of all failures as well. Those who are failures. you lead by the way you think. I have made failures. by firm with me. you are bound to produce more of that good thinking. be it to our family.. For achieving manufacturing excellence. in our social environment. The best way to develop good thinking is by surrounding yourself with it. It makes no difference to me. train me.. to our business. Be easy with me and I will destroy you. If you think about excellence.. You cannot change you results without changing you thinking. and alas. Look around you the world keeps getting more complicated. and good thinking produce no result. Good thinking increase your potential: Each of us is a leader is some way.. “Good thinking can never produce bad results. You will become as small as your conditioning desire or as great as your dominate aspiration. I will push you onward or drag you down to failure. though I work with all the precision of a machine plus the intelligence of a machine plus the intelligence of a man. for your thoughts will lead to actions. Instead. on our professional. Those who are great. You may run me for profit or run me for ruin. You are that person as you think in your heart. How? By reading positive attitude books.Good thinking creates the foundation for good results: Remember James Allen’s words. Who am I? I am HABIT! The good news here is that no matter how complicated life gets or how difficult problems may seem good thinking can make a difference and move . and cooperate with it. in our community. so you reap? If you need great results. average thinking produces no result. listening to positive thinking tapes and being among people who have developed the ability to think positive. and good thinking produce some progress. Our leadership ability determines our level of effectiveness. and I will place the world at your feet. You all know that poor thinking can produce only negative results. Take me. Why do you think you fall short of achieving your complete dreams? It’s because you are trying to change your result without changing you thinking.
you towards excellence. Examples: Bajaj Auto until Honda and Yamaha came long. Remember the JIT goal is add value. This new situation is unsettling to companies that have known life only in either the mass market or protected environment. if you make it consistent part of your life. The more you engage in good thinking. searching. and errors in the system depends on failure to make what is needed on time. It reality. They unique and particular needs. Premier Automobiles and Hindustan Motors until Suzuki and the others came along. It’s like creating an army of good ideas capable of achieving almost anything continuous improvement. Sellers no longer have the upper hand. wish for more skills. expediters. They didn’t know there was something better. mass market never existed. Mass market suppliers in India had few competition. when they want. says Jim Rohn. These activities add to cost and not value. wish you were better . The mass market has broken into pieces. Customers were not dissatisfied. stock keepers. and data processing support people is a negative one. the better your thoughts become. Their task of managing the waste. Success comes those who habitually do things that unsuccessful people don’t do. Don’t wish for less problems. how they want it. customers do. storing material. Get to know the customer The dominant force in the seller customer relationship has changed since the 80s. customers do not behave as if they are cast in the same mould. Available simplified tracking methods can be used instead. de-containerising. Remember unsuccessful people focus their thinking on maintenance. What will you focus your thinking on? What than can be good thinking in manufacturing? What is the ‘how to’ think agenda or Mantras of Manufacturing Excellence? “Don’t wish it was easier. accumulating. and what they will pay. and successful people focus their thinking on progress. Counting moving. Don’t wish for less challenges wish for more wisdom”. some as small as a single customer. Every one of you has the potential to become a good thinker. Customers now tell suppliers what they want. delays. not cost’. . The task of material movers. We are no longer in the sellers market. they offered very similar products and services. The nation of the customer has been replaced by ‘this’ customer. Reduce work in process HP in Coloradio cut work in progress (WIP) from 22 days to one day. material clerks. Now that they have choices. The one with whom the seller is dealing at this moment is the person who now has the capacity to indulge in his personal tastes. and inspecting employ a log of people and resources because of legal and financial reporting. The balance of market power has shifted from the producer to the customers. but the idea provided manufacturers with useful fiction that their customers were more or less alike.
Growth must be accompanied by a transformation to preserve speed. The number of believers in zero lead time as a super ordinate target is small but growing fast. Wow! This was achieved only by reducing set up and changeover times. Problems is more of the same approach to growth. tested and packed in one small room. The first pick up will arrive at 1400 hours”. computer assembly. listened. produced. I asked him curiously and he said. and said “Yes. Cut set-up and changeover time How do you see the set time? Does skill lie in the set up or in simplifying the set up? Are set up technicians and engineers needed. data collection duty . Lead time reduction is a true and reliable dominate measure of efficiency. will do”. with technicians and engineers the help them? Should the operator watch the machine run or should operation be a well timed routine while the operator is busy thinking about the next improvement? Are assembly jobs simplified so that unskilled labour can perform them or because assemblers can acquire multiple job skills.performs during a production run (TPM). to avoid stop and go production. Lead times drop when problems are solved. He then picked up another phone and barked his instructions. He picked it up. Changeover times are a measure of your flexibility and efficiency. “They want the B assembly today. It was around 10 o’clock. Growth is not the problem. . and maintain the equipment so often and so thoroughly that it hardly ever breakers down or mis. diagnosis and problem solving talents? These days the most important type of work study is change over the set up time reduction. “Maruti needs a different steering assembly to the one now being run”. no units between stations). Sure enough the plant changed its settings on machines and assembly stations.. You have to rise above it to the next level”. When the shop is small. The dominant precepts for correcting imperfect flows are: the smaller the lot size the better (JIT principle). or operators who lead the projects. Reduce flow distance and space Sperry in Minneapolis made whole computer. I was in the office of the executive director of a tier one Maruti supplier in Gurgaon. the production is usually fast. As Albert Einstein said “You can’t solve a problem on the same level that it was created. PCB assembly (one piece lots. Lead times drop fast when problems are solved fast. do it right the first time (TQC principle). His telephone rang. What tools and techniques make shop transformation possible? At the top of the list are a set known as just in time techniques. But who wants to stay small? Everybody wants to grow. and delivered the first shipment at 1400 hrs that day. because a plant can only reduce it by solving problems that cause delays.Reduce lead times There are many believers in the zero defect goal who remain unruffled irrespective of whether or not it is achieved.
supplier development starts with supplier reduction.000 to 300. some machines had to be produced as one piece or one number only. Too many suppliers mean to little down. and some times even financial assistance. This was a huge challenge given the conventional shop and they had to produce one if only one was required. The rationale for supplier development is quality goes up and price goes down. Too many suppliers mean tolo little attention to each of them. Stories like these sure strike fear in the hearts of suppliers. If a WCM effort fails to make it easier for marketing to sell the products. Buyers takes over making the freight arrangement. Xerox had done something similar. Focus on a few good suppliers Xerox Reprographics reduced supplier from 5. their production was one an every day mix of models to be delivered to customers. If supplier reduction runs its course then the results should be a typical supplier plant sells in much larger volume to much smaller number customer than before. Even where they had continues orders. Perhaps the best known example comes from the MKL Hubli case study. During the reengineering process. instead. “Give yourself an even greater challenge than the one you are trying to master and you will develop the power necewsary to overcome the original difficulty”. they developed modular machines.Reduce through put time Increase make delivery frequency for every item A WCM precept is to produce some of every type everyday and in the quantities sold that day. They battled 15. The buying by benevolence. Some of the contracts may provide for delivering to a daily rate rather than irregular demands. GM in Canada sole sourced 99 percent of components. They achieved this by shortening the batch sizes and short make delivery times. At MKL in Hubli where they strictly produced to orders.000 part numbers to configure five basic models. then something is wrong. contractual agreements should be tough so as to drive the supplier into a mode of continual and rapid improvement. Standardise and rationalise Cut number of part numbers. Long term contracts replace short term purchase. As William J Bennett has said. Twin City Disc reduced suppliers from 900 to 250. Would this mean that a large number of supplier companies bit the dust? Surely not. Supplier development means treating the supplier like family. Supplier receives training. . IBM TW Division reduced suppliers from 640 to 32. advance planning information. MKL in Hubli reduced supplier numbers from 178 to 33 no. They eventually produced 27 models (different configurations) with a basket of part that had 800 manufacturing team. applied a great degree of standardisation and rationalisation. They had evolved a methodology to produce one as fast as they produced as batch by the use of JIT techniques. Remember maruti sent its trucks to Sona.
I called it God’s miracle. Something the CNC machines part programme or the part manufacturing process may not be optimised. When the shop floor was relayed in smaller manufacturing cells and on a flow line concept. every operator was trained to operate at lease three machines. and perhaps profits. the focus on production was to produce to daily dispatch rate and not to either a forecast or inventory. Among the many things that required change were arranging the work place to eliminate idle movements and search time. the set up was that the work force was trained such that each operator worked on one machine under the banner of ‘skill’. Eliminating the search time will reduce the through put time and improve the output. tremendous ability to sell in competitive overseas market) and yet.) The absence of this data has not only left the organisation devoid of learning . a clear and distinct vision. One before and one after his machines the one up one down concept. Eliminate search time I am called in to many factories to talk about waste eliminations. desire to become a global organisation. People with limited exposure and experience had set up the manufacturing practices. Retain production and problem data We were recently invited to re-engineering an ongoing business. overcomes line stoppages fro want of an operator. because people have to move out . The organisation must take a balanced view on the cost effectiveness. and improves operation efficiency. but the organisation now has to go through the process of overcoming the resistance to change. a business that was doing well in terms of demand. Quite often when I stand on the work place to analyses the environment. I have found that workmen search for something and consequently end up loosing time. procedures and practices etc. the place was buoyant with activity serving export markets. correct eighty per cent of the steps in manufacturing processes and correcting part programmes to increase productive time. it had nothing (no documented data of any kind. no disciplined operating systems. Yet. optimises numbers of the workforce. Multi killing the workforce builds flexibility. There is always the argument of adding equipment for processes required. I was called in to a BPR at a client’s factory recently. a hurry to move forward. no master processes. So. Cross train and multi skill the work force At one of the factories where we implemented these principles. When I walked in and saw the place. The number of man hours required per day to produce the daily rate defined the need for an operator. a big dream. for it had everything (the entrepreneurial zeal and zest. no quality history.Make product manufacturing easy The designs should be so made that the manufacturing process can control the process variations with available equipment. turnover.
of their comfort zones. Don’t try to do it elsewhere. information and feel are best available at the line level. Today’s technology can give you a great degree of sophistication if your process and part design requires it . movable equipment Some say that equipment decisions should be based on variability and volumes. Continuous manufacturers still find simple dedicated machines cost effective. Crack the problem at the place of origin ‘Nip it in the bud’ Get down to the grass root level’. Recording and maintaining date on production. you may have to invest based on an assessed need. This acts as a motivator as well. For examples. so having machines that can be easily moved around in case of layout changes is a huge advantage. too. take corrective action but avoid pitfalls. Other are of the opinion that the equipment should meet daily rate of requirement. The process of continuous improvement also involves frequent layout changes. quality and problems helps to measure rate of improvement. if you have a defect or process deviation on the shop floor. some organisation think of investment as a route. The date. learn from past actions and results. Have multiple workstations During the 1980s MKL looked at building a moving assembly line for machines. identify training needs and areas where skill needs to be upgraded to improve processes etc. Building a quality circles is a practice used to achieve this. Data can be best collected at the functional level from operators and line supervisors. Look for simple. We have all heard of these suggestions. It is necessary to imbibe a sense of appreciation and commitment while training and retaining the work force. Sure. Although some people are highly committed to achieving the targets life is a struggle even at the end of a 12-14 hour working day and the employees lose out on vital family time. that is where the problem must be solved and by those very people. A problems is best solvent at the place it originates. unless there is a different technology needed to solve problems. helps in identifying the areas that need to be improved upon. Small batch producers find the flexible and easy to set up stand-alone CNC machines a boon. Improve existing systems When qualitative and productivity improvement have to be achieved. At that them the factory practiced group technology as its . But you should first give your best shot at improving your existing equipment using preventive maintenance techniques or even productive maintenance technique. If they understand the ‘why’ they will implement the ‘how’ that you will coach them to do.
They built eleven workstation that would churn out assembled machines to match this daily rate. It shows that suppliers who already find "extras". where they need to ship 250 deck hub assemblies every day. It usually means suppliers take on new responsibilities. This involved balancing all the background work. they produced spindle bolts in over 15 operation.Suppliers Become Closer Partners When big buyers and their suppliers use information technology in the clothing business. They had to ship six machines every day a mixture of different models. The case reveals more than the sophisticated technology used in the garment business today. a shirt maker in Hong Kong (China). such as fabric sourcing. E-management . Automate incrementally At ANZ. When the company implemented learn manufacturing in the very early 90s. JC Penney is one of the United States' largest department stores. So. they have set up multiple work stations to balance a three minute cycle time. a burden will have to work hard to stay competitive. the question that emerged out of JIT and Kaizen learning was different. automate incrementally to control process variability. At ANZ. with operations through out Asia. has also established relationships with other major retailers. Brooks Brothers. has an arrangement with retail giant JC Penney in the United States that shows how manufacturers can provide new services to buyers which go beyond the traditional supplier role. they set up multiple workstations where required. deviations non conformances. Calvin Kein and Land's End. they have incrementally automated with available equipment to bring all variables under process control. necessitating extra corrective operation and the pains of rejection. they had to balance a lot of cycle times. including Banana Republic. process variations. catalogue sellers and e-retailers. TAL made 12% of the shirts sold in the United States in 2003. it is more than just adding computers to conventional commerce. TAL Apparel. Eight types of problems confronted them. Moving responsibilities to suppliers allows companies such as JC Penney to concentrate on "lean retailing". and delays. It took about one third of the space that the line would have taken. and since they produced more conventional machines during that time. they identified they by automating the process they would finish the part in just a few operation. Using problems solving techniques. and this way you will also keep costs under control.TAL. Do we need a moving line or doe we need a faster workstation? What impact will both have on the floor space? They worked to drastically cut down lead times and cycle times. and it is the country's largest catalogue merchant of general merchandise. and eliminate the process variability to clear the eight problems once and for all. Balancing the cycle times.manufacturing strategy. Pressure to cut stocks spurs link . Instead of rushing into buying the most suited automated equipment.
leaving none of this size and colour in stock at the store. TAL's computer determines the ideal inventory level for that brand. like other retailers. it can bring a new style from the testing stage to full retail roll-out in four months. much faster than JC Penney could on its own. With this process working well. A computer technician in Hong Kong (China) downloads a record of the sales on Monday and based on past sales data. and responds by ordering more fabric and . Saving time and money JC Penney has been willing to cede some functions once seen as central because TAL can do them better and more cheaply. After analysing sales data for a month. TAL can respond instantly to changes in consumer demand: stepping up production if there is a spike in sales or reducing it if there is a slump. is under pressure to cut the quantity of goods in stock so that there are fewer items to be sold at reduced prices. TAL receives sales data directly from the stores.not JC Penney-decides how many of the new shirts to make and in what colours. The system links the manufacturer directly to the customer. by passing Penney's warehouses and corporate decision-makers.000 new shirts for a test run within four weeks. runs the numbers through a computer model and decides how many shirts to make. collects point of sale data for JC Penney's shirts directly from North American stores. For example. its factories can produce 100. Instead of asking JC Penney what it would like to buy.The manufacturer sends the shirts directly to each shop. TAL stepped in to forecast what JC Penney stores would need each week from TAL's headquarters. and in what styles. because TAL manages the entire process. from design to ordering yarn. JC Penney's sales forecasts were not always correct. With decisions made at the factory. which designed and operates the programme. TAL. TAL has stepped in and also provides JC Penney with related services such as sales forecasting and inventory management. By Wednesday afternoon. That means outsourcing traditional activities (for example.JC Penney. sometimes overestimating the number of shorts they needed by as much as two months' worth of sales. colour and size at that store. TAL. JC Penney stores now hold almost no extra stock of house-brand dress shirts. a JC Penney store sells two white. the manufacturer's computer system informs them how many shirts they have just bought. warehousing and stock replenishment). colours and sizes. a Taiwan Province (China) factory has produced and packed replacement shirts to be shipped to the shop. style. If TAL's New York and Dallas design teams come up with a new style. wrinkle-free shirts and two sage coloured shirts of similar size but of another house brand on Saturday. JC Penney and TAL cooperation expanded into sales forecasting.
companies can differentiate themselves by adapting these technologies and making them . take over all decisions. as garments are still sewn in different parts of the world. they must find ways to team up with big suppliers like TAL. Instead. While TAL does not outsource operations. Over the next few years. It took a long time for JC Penney to become convinced of the merits of this sort of arrangement. the buying part will be kept by JC Penney or will be done collaboratively. inventory levels have dropped. Moreover. Manufacturers wishing to emulate their success should note that investment costs are high. Companies that have been proactive will have a clear advantage. jeans from Cambodia. TAL. TAL expects in the future to be able to deliver individual assortments to each stores. TAL will not. JC Penney provided TAL with goals for how often store stocks should be replenished. They look for progressive manufacturers that could be integrated into the evolving value chain. Thus. forecasting and replenishing. Further plans are for collaborative planning. importers will have to comply in order to avoid unpredictable delays at the United States border. TAL invested US$12 to 15 million to develop and perfect the system over about five years. however.increasing production. Across all categories of merchandisers. but JC Penney would not accept a third party making its buying decisions. Small and medium-sized firms can hardly develop such a system on their own. for example. As a result. many large trading houses based in Hong Kong (China) and Singapore do. TAL is now designing and testing new shirts and delivering them directly to all of JC Penney's stores in the United States. TAL began by proposing to take over restocking JC Penney's warehouses. with Thai shirts and underwear from Bangladesh. This requirement is increasing every year and will put additional conditions on companies wishing to sell (or continue to sell) in the United States. requirements to reduce the cost of goods while increasing quality and improving the time to market require the use of advanced technologies. has fully taken over the sourcing decisions. then let TAL do the rest. however. the use of advanced technologies. Tougher market needs This TAL-JC Penney arrangement shows technology is becoming more important to companies that want to sell into retail channels in the United States. After years of patient work. dealing with internal resistance in JC Penney and some pitfalls along the way. As more requirements come into force. Within a few years. "homeland security" and other customs protections are another factor that will force companies to adopt new technologies to be able to deliver their goods efficiently in the United States. Where needed.
But. but who knows you". that advantage will last only a few years. Increase the visibility of your business by talking to them and introducing yourself to those unfamiliar with your business. as with all technologies. To increase the success of your business. manufacturer receive "point-of-sale" data almost immediately from the shop. to increase your visibility. They can produce and ship replacement stock without waiting for new orders from the retailer. Networking For Success Why network? "It is not who you know. get noticed and let people know about what you do. . Get out there. Therefore.available to their customers. you have to get out there and participate actively in groups that have your potential clients or target markets. Business is never done alone. With new technologies. you have to widen your circle of contacts. Increase the visibility of your business New sales can come in only when people are aware of what you do and what you can provide. increase your group of business partners and cast your net of clients wide.
observe how you work and have the opportunity to interact with you. you can tie up with a retail shop selling jigsaw puzzles and offer discounts to its clients. For instance. Join business associations Opportunities to pick up new leads and meet up with like minded people are aplenty in business networking functions. Find out how you can rope in your family and friends to help promote your business. Follow up. sustain it and make it grow. Words of goodwill about your business will naturally spread by word of mouth. it is much easier to approach the person the next time round. You have to continuously work on nurturing and developing the relationship with your new contact to convert him from a new prospect to a long term partner or client. pass a stack of cards to your family and friends. association or industry by sponsoring door gifts or prizes for events and donating goods or services to needy members of the community. Participate actively in your association One of the best ways to get your business noticed is to play an active role in your business association. As part of the team that drives the associations's activities. To take part in such functions. follow up! . if you are a frame-maker. Build successful relationships Once you have met someone for the first time. You can work together either by paying them a fee for each referral they make. and so would your chances of being accepted by them as someone whom they can do business with or refer business to. and ask them to help pass it on. and vice-versa. follow up. or by providing discounts for one another's clients. Be a sponsor Another way to increase the visibility of your business is to become a sponsor in your local community. The chances of personally acquainting with many new people would therefore increase. You can also attach a card to all your mailing correspondence. And don't forget to bring along your business cards wherever you go ! One innovative way of using your business cards is to give other businesses your cards and asking them to pass you referrals. your profile would naturally rise as more people get to know you. But a successful business relationship doesn't just stop there. join business associations and Entrepreneurs' clubs.Dish out your business card One of the first things you should do when you start your business is to make your business cards. Next. You have to make the effort to cultivate the relationship.
Finally. Bear in mind too that short. Listen and learn.. Follow up. If on one occasion you fail to call them. If they feel neglected.No matter how well you know your partner or client. 12 do's and don't on successful networking Networking is easy and fun! Just bear in mind the following have an effective session: Do Adopt the right attitude about networking. they'd begin to look elsewhere and eventually you might lose them. Make the effort to follow up promptly after meeting the person whom you want to have contract with. It is not the quantity but the quality of contacts that the group can bring you. not just about looking for self-gains. so take the opportunity to learn and you might just be able to find out how you can work together with them. Think first before you speak so as to present your thoughts and ideas clearly. Thank the person who gave you a referral. . By staying in touch regularly with your partners or clients. Business Coach It is about meeting people and sharing with them how you can help one another. you make it clear that they matter to you. Don't Don't choose a networking group by its size. Drop him a note within the same day if possible when memories are still fresh. they would grow to expect to hear from you and make time to receive you. Do your homework prepare yourself by asking yourself who you would want to know and what you would like to achieve from the networking event. He'll remember you for a long while because you'd be the only person out of the ten people he met to have dropped him a note. Many people love to talk about what they do. Show gratitude. Think. regular meetings and phone-calls are actually more effective than long but infrequent sessions. by making the effort to stay in touch with your business partners or clients. they may take their own initiative to call you to find out how you are doing. A little gesture goes a long way. you should maintain regular contact with him to sustain and strengthen the relationship.
even though the name 'Xerox' is a registered trademark of the Xerox is registered trademark of the Xerox Company. they are gifts. Acknowledge the person by saying Thank you.e.Don't dish out your business cards to people before a conversation occurs. Don't be shy. Tetra Park. phrase or device which uniquely identified a particular company or individual. Let us understand the trademark concept with the help on an example i. Trademark laws work much like copyright laws in the sense of first rights. Consumers ask of 'Xerox' instead of photocopy. . a trademark is a word. Legal Protection of Trademark: A Sound Business Decision In our earlier article we had discussed trademark and why it should be protected. Leave a more lasting impression by allowing them to know you first. Generally speaking. You never know what the other party knows and you might land yourself in a minefield. This same philosophy holds true with distinctive slogans or band names. as it might take a while before people are comfortable with offering you a referral. for instance. Don't offer unsolicited opinions. a circled "R" or the abbreviation "Reg. Other trademarks which have become universal in India include Frooty. symbol. Legal Protection of Trademark A tradermark should be registered with agencies such as the Patent and Trademark Office of government of India for maximum legal protection. Xerox. Don't expect instant results from your contacts. Jucuzzi. Any product bearings the name Xerox implies the same level of quality as the original products. etc. A photocopying machine is not a trademark. Once a company or trademark. TM" can be legally imprinted on the product or slogan. Sometimes a trademark becomes so popular that is replaces the generic description of the product. Each element of a imprint and name could be considered a trademark all of these elements have been legally registered with the United States Patent and Trademark Office (USPTO) no other soft drink company can create a similar trademark. for instance even though the same 'Xerox' instead of photocopy. but 'Xerox' is. There are many types of bottles used to contain soft drinks but only one with the distinctive logo and design of Coca Cola. Don't ask for more than what people can give. Coca Cola world's most valued Trademark. Don't be shy and turn aside compliments. Be patient. Band Aid.
Courts must decide if the unauthorized use of a trademarked slogan or product by others has caused actual restaurant featuring fried chicken. quantity. Companies and individuals who have registered a trademark will pursue many legal avenues to protect it. This doesn't mean. India Trademark Law The new Trade Marks Act 1999 and Trade Marks Rules 2002 have come into force with effect from 15 September. device. trademark is a mark used in relation to goods and services so as to indicate a connection in the course of trade between the goods and some person having the right as proprietor to use the mark. The Nike shoe company has a legal right to trademark the phrase 'Just Do It' because the words have become an identifiable slogan similarly another prominent example in India is Pepsi's slogan 'Yeh dil mange more'. as simple as it may apear. value or geographical origin of the goods. numeral. signature. Kentucky Fried Chicken's registered trademark does not protect individual words. there is no such condition as "trademark pending" unlike applications for patents which may take years to process through the Patent office. living or dead. cannot use the image of an elderly man in a white suit as official logo. for example. 2003. a mark chosen should not be deceptively similar to an existing mark of another person and not the one another person and not the one expressly prohibited under Act. just the entire phase or symbol. 2003. a trademark may also be symbolished by the name of a person. that another company can't use a styliszed check mark. brand. New Act has made is possible to register Service Marks in India. but they can turn a distinctive combination of world into a trademark. The marks devoid of any distinctive of the kind. is also a registered trademark. For the purpose of registration. the shape of goods other than those for which a mark is proposed to be used. or any combination thereof or combination of colors and so forth. however. Companies and individuals cannot simply register ownership of common words or phrases. purpose. heading. This would create confusion with the registered trademark of Colonel Sanders owned by Kentucky Fried Chicken. label. but it can't be readily confused with the swoosh logo owned by Nike. Subject to certain conditions. Trademark Registry has started accepting service mark applications from September 15. letter. The Nike swoosh (stylized check mark). quality. What can be registered as Trademark? Sometimes the critical fro trademark registration can be challenging to understand. or which are marks already in vogue in the trade due to . Definition of a Trademark for registration A 'Mark' may consist of a word or invented word.Please note. name written in a particular style. What is Covered Under Trademarks Under the Act.
their customary use may not be registered. But these disqualifications do not apply to marks, which have already acquired distinction due to their popularity and consistent use. The new Act also seeks to make internationally acclaimed brand names freely available for use in India. Who can apply for a Trademark? The right to use a mark can be exercised either by the registered proprietor may apply for registration of a trade mark to the Trademark office under whose jurisdiction the principle place of the business of the applicant in India falls. In case of a company about to be formed, anyone amy apply in his name fro subsequent assignment of the registration in the company's favor. Before making an application for registration it is prudent to make for inspection of the already registered trade marks or to apply for "search Report" to ensure that registration amy not be denied in view of resemblance of the proposed mark to an existing one or prohibited one. Duration of a Trademark The present term of registration of a trademark is ten years, which may be renewed for a further period of ten years on payment of prescribed renewal fees. Remedies for Infringement and Passing Off Two types of remedies are available to the owner of a trademark for unauthorized use of his or her mark of its imitation by a third party. These remedies are: an action for infringement' in case of a registered trademark and an action for passing off' in the case of an unregistered trademark. While former is a statutory remedy, the latter is a common law remedy. In a suit for infringement or for passing off, the relief that the court may grant includes injunction and either damages or an account for profits with or without any order for delivery of the infringing labels and marks for destruction or erasure. Although registration under the Act is prima facie evidence of validity of a trademark, yet the registration can and upstage a prior consistent use of trademark, for the rule is priority in adoption prevails over priority in registration. Filing and Registering Under the Indian Trademark Act, which uses International Class of Goods and Service it is essential to file a trademark application for registration in proper(es) using acceptable description of goods/services to obtain registration quickly. Opposition/Cancellation/Rectification/Appeals Once a trademark is registered, it is deemed valid unit it is canceled through a cancellation action. Upon discovery of an application for a conflicting mark, it is essential that a strong and vigorous opposition be filled to block that application from effecting registration.
In most of the cancellation actions filed in India, the ground for cancellation is based on non use of a registered mark. Two major grounds for invalidating a trademark registration are: (a) Conflict with previously registered or well knonw mark, and (b) Lack of inherent registrability. Licensing/Assignments, Change of Names & Recordals Recordal of trade mark licenses are not mandatory under Indian Trade Marks Law, unless the marks are registered in which case a Registered User Agreement can be recorded with the Register of Trade Marks. It is advisable to record such Registered User Agreement or otherwise in contested proceedings this situation can become complicated as the User may not have a right to initiate legal proceedings, independently. Similarly when ownership of a trademark registration/application or a corporation changes due to assignments or merger, and when company name changes, it is critical to properly registered the change at the Trademarks Registry to give proper effect to the trademark registration and/or to establish proper evidence of use in the event of a cancellation action. Conventions and International Treaties India has declared certain countries as conventional countries, which afford to citizens of India similar privileges as granted to its own citizens. A person from a convention country, may within six months of making an application in his or her home country, apply for registration of the trademark in India. It such a trademark is accepted for registration, such foreign national will be deemed to have registered his or her trademark in India, from the same date on which he or she made application in his or her home country. Where the applications have been made of the registration of trademark in two or more conventional countries, the period of six months would be reckoned from tea date on which the earlier or earliest of those applications was made. Recovery for damages for infringement of a trademark is possible if the infringement takes place after the date or registration application with the concerned trademark office in India, yet the deemed seniority in making application in home country may entire the applicant to initiate an action in India for injunction, delivery of impugned labels, etc.
Better Concepts For Staying Ahead
1. Visit Your Counterparts Regularly Remember: ○ If you have a rupee and I have another, ○ And we swap, we have only one rupee each. ○ If you have a BETTER IDEA and I have another, ○ And we swap, we have two BETTER IDEAS each. Needs no explanation. And we can vouch that it works wonderfully. No idea should be kept confidential because those who want to get it, will get it anyhow. Why not give it on your own and nine out of 10 chances are that the other person will share an idea with you too. You get many thought starters when you visit counterparts in other companies. Have you given your ideas away to others? No. Then please DO IT NOW. Your will be surprised that if nothing else, you will at least find out that you are smarter than others. Reward enough. Isn’t it? We are giving here the experience of one of the authors of this book: “It was in 1966 when I got my first idea. I was visiting Mr. Amarjit Singh, then Resident Director, ACC. I noticed that the incoming mail reached him at 9.30 a.m. I asked him, ‘Is it Yesterday’s mail?’ He replied, ‘No, it came just now. Why do you ask me?’ I said, ‘Our mail does not reach us until noon, as we get a lot of mail which we first enter in the Mail Receipt Register.’ He asked ‘Why do you enter it in the register in the first place?’ I replied, ‘Well, in case... He asked, ‘How many such cases in one year?’ I replied, ‘Maybe 10.’ He asked, ‘Is it worth it?’ I replied, ‘Good question.’ We eliminated it at Escorts after considering several aspects that were basically “in case fears”. This way we got several ideas at Escorts and we strongly recommend this concept. During such visits you will learn those things which they do not teach in B.A., B.Com., C.A., M.B.A., B.E., and so on.
Have you heard of M.B.A.? Yes, of course. Are you an M.B.A.? No. Don’t worry. We suggest that you follow this concept and grant yourself the degree of M.W.A. or M.B.S.A. within a period of nine months. But you must be honest with yourself. THE PANCHATANTRA WAY What are M.W.A., M.B.S.A., and M.B.B.S.? Simple. M.W.A is “Management By Walking Around”, M.B.S.A. is “Management By Showing Around”,; M.B.B.S. is “Management By Business Stories and Sayings”. You can also call it the Panchtantra way; it is very effective for solving complex management problems by drawing morals from simple and common-sense stories. This is the approach that we will try to follow in this book for conveying our ideas to you. Encourage your subordinates to follow the M.W.A., M.B.B.S and M.B.S.A. ways. You will be surprised at the results. Take our word, if you do not practice this concept, you cannot avoid bankruptcy of ideas. If you are working in particular department, visit other departments frequently and you will pick up a lot of ideas. For example, if you have a white collar job, you may learn a lot from what goes on at the assembly line. At times, processing of material on the shop floor may give you ideas for processing of papers in your office. There is no harm in poking your nose in the business of others so far as you do not irritate them. And when you visit others and talk to them, treat them like “onions” ! Ask questions and you will find a new layer of ideas every time you peel off the visible layer. 2. DO YOUR “SWOT” ANALYSIS “SWOT” is the crystal ball to your future. SWOT stands for : 1. 2. 3. 4. Strengths Weaknesses Opportunities Threats What do we understand by these? All of us have certain strengths and weaknesses. These may either be visible or latent. Strengths and weaknesses are internal to us and are within our control. We can manipulate these to suit a particular situation. For example, being a good writer can be the strength of a person and having a short memory can be his weakness. On weaknesses, Norman Vincent Peale, in his book “ Positive Thoughts For The Day” has rightly said:
“In my youth. I heard a great speaker say. s You are a technical man WEAKNESSES: ○ You do not know Japanese. ‘You can become strongest in your weakest place. It’s amazing what a person can creatively do with his own self. here is an opportunity of escaping your nagging wife. On the other hand. the broken point becomes strongest when heat is applied. They are external to us and pertain to the environment existing around us. OPPORTUNITY: ○ Your company is planning to launch a new product. before you put up your request. save valuable foreign exchange by accepting their hospitality. Dilute his WEAKNESSES. And a successful person is one who can happily marry SW to OT. if you want your boss to send you to Japan for after-sales service training with your collaborators. For example. you always try to: Exploit the OPPORTUNITIES Avoid the THREATS. opportunities and threats are beyond our control. Training requires going to Japan. do your SWOT analysis. It requires trained people to handle the product. you cannot avoid the boss-it is beyond your control-and you cannot avoid the threat too for you cannot postpone your son’s birthday. For example. you are faced with a threat if you dare go out anywhere for official business. Knowing the language will definitely help you.” It should be the endeavour of every person to: Build on his STRENGTHS. therefore. As an individual. you get a phone call from your boss who asks you to come to his house for something very urgent because he is proceeding on tour the next morning. As in welding. SWOT is basically a common sengse approach to management that can be applied to any situation with a little bit of imagination. s You have a lot of acquaintances there and can. So thought and intensity of faith can weld the weak spots in personality into greater strength. Nobody in your department has been trained so far. STRENGTHS: ○ You have been to Japan earlier too and will have no problem. And at that moment if you remember that it is your son’s birthday. when you are thinking of avoiding your wife who has been nagging you for having forgotten to bring her favorite movie cassette. . Well.
You can offer adjustment of your leave against your foreign tour and can also place your suggeston-1/3rd of the cost be borne by the company. When you put in your request. s You have been to Japan twice this year (unprecedented in your company). quarterly or yearly. This will give rise to discontent in your colleagues.THREATS: ○ You have a colleague who has taken lessons in Japanese. 6Better Ways to “Sell Well” Your Product 1. Apply the SWOT concept to other situations too. This will take care of your weakness. Tell your boss that you are already doing a sandwich course in Japanese which will be completed in the next two months. see how you can concentrate on your strengths. State in your request that this is the right time to go in view of the forthcoming product launch. Work out your itinerary and also do the costing clearly stating how much you save by accepting the hospitality of your friends. Do your SWOT analysis on a regular basis-monthly. s Your colleague has never been to Japan and is an active aspirant for this trip. 1/3rd be borne by you before departure and the balance 1/3rd be adjusted against your salary. REMEMBER. SELLING IS A NOBLE PROFESSION .
What is happening he is what happens every day at our businesses. The difference between a professional and a non professional is that a professional thinks of his profession first. but restless. Therefore. On close scrutiny. uses a variety of selling skills. Well. Here is an interesting story: “imagine Kumbh Mela at Allahabad. as the name implies.A. thinks of his prospect first. A professional salesman. deception and any such method to get the order. but professional Salesmen are different. in between. But more important at this time is the need to remove some misconceptions about a salesman. there are periods when our businessmen have to put in efforts to sell. Doctors. in order to achieve even better occupancy. an engineer repairs a machine and an architect builds your house. The High Pressure Salesman. the top criterion for professionalism in selling is the ability to think rationally of your prospect. followed suit by cutting their tariffs to match the offer. And soon enough the customer sees similar activity again! And then he sees similar activity yet again! And then he realises what is happening. before the customer knows it. other hotels having large occupancy rates. When one hotel offered a 45 percent discount.S. The professional believes in thinking of the customer first so that the customer too thinks of him first. The barber moves so quickly and efficiently that. Hectic activity is seen at the barber’s shop. knowing the commissions will flow in automatically. He becomes another head in the line of partially complete hair cuts!” The Professional Salesman. True. Don’t you believe it? Don’t blame yourself. Unfortunately. To get an idea as to what kind of days are ahead. one observes a few sitting quietly. An innocent looking customer comes for a hair cut. we now come back to selling techniques ideas that you can use to improve selling skills just as doctors and engineers do. Close scrutiny reveals that everyone is sitting with an incomplete their cut. there is virtually no competition in comparison with that in countries like the U. uses all techniques including dishonesty. like a doctor or an engineer. That may be true of high pressure Salesmen. Crowds pouring in. last and always. it so appears that times are changing fast. . A typical barber’s shop. He may be totally misinformed and has no intention to fulfill the needs of his prospect except to get his pay or his commission. in India because of shortages and a controlled economy. and so on. look at five-star hotels in Delhi. and more so in India. he has started the hair cut.Why? Because it satisfies the needs of the buyer-just like a doctor cures the patient. Salesman” is almost a “dirty” word anywhere in the world. on the other hand. Well. but soon the market once again changes as the demand over-reaches the supply.
Don’t they? A doctor thinks of curing his patient first and. In the final analysis. . In regard to selling attitude. A positive selling attitude. THINK. The professional saleman knows that his best customers are thin skinned. We repeat. does not interrupt. whatever the product.A. Put yourself in the shoes of a customer and think back which salesman you respect. chartered accountants do the same. Your basic approach and principle to selling remain the same. 40 percent selling attitude. Another misconception about a salesman is hat he is opposed to talk and talk and talk. being the boss. They learn by observing other successful salesmen and by attending courses. You will then be really enthusiastic to talk to him and will talk with your eyes as well as your heart. we will briefly talk here. This way. Enthusiasm comes from within yourself.engineers. We will be discussing selling skills in the following pages in more detail. In the U. The balance 80 percent to 90 percent is divided between selling skills and the attitude of the professional salesman. 40 percent to 50 percent selling skills iii. the customer.S. He inspires them to keep laying and does not “kill” them to extract all the eggs in one go. decides which salesman has fulfilled his needs better and he then gives him repeat business. society respects doctors. a good salesman finds out how he can give the most suitable product that will satisfy the maximum needs of the prospect at the least cost. and in several other countries. You always like the salesman who met most of your needs and it is likely that you do not even remember the price of the product or the service that the had sold to you. 10 percent to 20 percent produce knowledge. Selling techniques are almost the same. A good salesman listens to his prospect carefully. Such salesmen may not go through colleges as doctors do. No. As a professional salesman you have to customize your selling to suit your personality and the product you sell. therefore. ii. He knows that a seemingly small thin like serving tea in a chipped cup can make a customer walk over to the competitors. Suppose you know your product extremely well )(product knowledge) and you are also very sure that your product will truly benefit your customer. We are sure that you will be surprised to know that product knowledge is only 10 percent to 20 percent important to a professional salesman. He knows that they are the geese that can lay golden eggs. They learn from competitors as well. The professional salesman needs: i. obviously the one who helped you fulfill your needs. We are no going to tell you the most important thing in selling which is a applicable almost everywhere. asked several short questions. successful salesmen enjoy reputation and respect in society. consists of enthusiasm and confidence.
He need not worry after he has made the huge investment . The customer feels comfortable and proud. If you are selling a consumer durable. You simply have to say. think of him to be an onion. Best Dealer Cup. Probe deeply for his needs. He guides his customer into the driver’s seat. Look for clues that point to his possible needs. Be a good listener. And the products you want to sell to him are backed up by the manufacturers as well as by you as the seller in your area. Soon he intends to own the new car and .” iv. You must do the following and more to suit your style when a customer walks into your showroom: i. v. Create confidence in him about your organisation: Convey to him that you represent a good company. Display your trophies such as Dealers Conference Group Photograph. Service and spare parts are provided to the existing customers. Showroom Selling Most of us make efforts to sell. Get a commitment that he will buy today if he gets the right deal. Showroom facilities are kept net and clean. So you have to have a good idea about using your selling techniques. 2. the customer must not feel hurt and offended. many a sale has been won or lost in the first 80 seconds. Proudly show him your list of satisfied customers. Remember. Towards this. but be careful not to gash the onion. Friendly and enthusiastic greeting: Meet the customer at the door or even before he gets inside the showroom. Sounds funny? Maybe.Confidence comes from knowing your selling techniques well and how and when to use them. Confidence also comes from knowing how to analyses successes and failures of the past and to build upon them. But it is a fact. When you talk to him. Remember. etc. your customer has to shell out money to buy your product. Try to peel off the skin of the onion by asking more questions. Peeling off a layer will expose a new layer every time. iii. Qualify the customer: Lead him into talking abut his needs and get him to agree that he has a need. demonstrate your equipment: any good car salesman does it. A good professional salesman also learns from either a successful sale or a lost one. we launch advertising and sales promotion. Sell yourself: Ask questions that involve the customer and get across the idea that you are interested in him. Ask them. and so on. A doctor cures his patients and learns from each curing or death. This makes a favorable first impression and provides you with an opportunity of analysing him. show him your spare Parts Department and your Service Department and whatever prizes you have won to tell him that you are not an overnight dealer. ii.
A countess should not be guided into the driver’s seat and told about automatic gear shifts. 3. Gain and maintain understanding: Make sure you use those iii. Agreeing with your prospect gets more sales than arguing does. ii. guide the customer to your room where disturbances and distractions are the least. where you can talk to him confidently and give him the relevant information and create confidence about yourself and your business establishment. This is important. Talk slowly and clearly. Train your salesmen to express themselves clearly. Observe how he is dressed. Answer his questions: Ask several questions to determine his needs. to be patient listeners. Do not argue with him. words which he knows and understands. ask him if he understands and. TWO-WAY COMMUNICATION IN SELLING Communication with the customers is the core of good customer service. Why not do the same with your customer in regard to your shiny products? Let him get the feel the importance of ownership. Of course. vi. and retain it for possible use later. She should be guided into the rear seat and told about the soft leather upholstery. For your own sake. and send out through the other. while listening to prospects. Listen to what he says. engage their differential lock”. Do not answer questions that he has not asked unless the answers are positive in relation to your competition. Everyone in a business establishment communicates with customers. Determine his main interest: You can do it by asking him a few questions.think of his existing car as junk. especially the ones involved in direct selling. A salesman without training is no salesman at all. you observe the following basic rules: i. Train each of your employees. Answer each question one by one. repeat what you have said. It is very important that while taking to your prospect. Many a sale is lost because the salesman wants to impress the prospect by showing his knowledge. slowly. they listen through one ear. Many salesmen. if need be.e. listen and let it go into your head. Instead. Wherever possible. Frequently but humbly. Let him talk. do not be too technical. i. Ask questions to check response: Questions such as: ○ “How do you feel about that?” ○ “What’s your opinion?” . be careful. And get his agreement that your product is the best possible answer to his needs.
he blurted out a lot against our product. Please read a good book on attitude. v. Listen to what the prospect says. remember the Dipstick . listen.e.Jayaraj from Madurai told us. Avoid negative salesmen for the are bad company. Don’t they listen first and then talk? In between. iv. eyes say a lot. attitude and approach: Your appearance says a lot to your prospect. Make sure your mind has positive thoughts when you are meeting your prospects. The very man who wanted to buy a different tractor and was conservative on money made the full payment in advance. A salesman should be as professional as a doctor or a chartered accountant. Listen with your eyes.” A salesman must first listen to know what the needs of his prospect are. We kept quiet and gave him a patient hearing. they ask questions to get more information. This WRONG. finally.○ “Does that make sense to you?” And answers to these questions will tell you what your prospect’s needs are and how your products will meet such needs. i. This tractor owner had gone to the extent of biasing the prospect’s mind against buying a new Escort tractor. Observe how he says it. sometimes more than the mouth. Do it close to what salesmen in your profession normally do. Listen. Watch gestures. He came across a tractor owner who wanted to sell his old Escort tractor to him. Watch your appearance. model. But dress neatly and smartly. When he had given a vent to his feelings and cooled down. the particular make. When we went on a sales call to this prospect. listen: Salesmen normally do not listen. Attitude: Remember that your attitude always sows. They get a wrong notion that they must keep on talking and talking whether the prospect is listening or not. Approach: Impress upon your prospect that you want to be helpful. The very man who wanted to buy a difference tractor from us. And also try to understand it. Do not overdress or underdress. And. We are reminded of an incident which our dealer friend J. He saw and he heard how he could go in for the best buy by purchasing a new Escort tractor from us. In his own words: “One of our prospective customers was in dilemma about the tractor to be bought. we used a paper and pen and started working out his costs. facial expressions and other actions that indicate what he is thinking. and whether to buy an old or a new tractor.
Continuously check yourself to see if you have two-way communication in every sales interview with your prospect. Now. these are sent out on other festive occasions too. Rehearse. We cannot and need not go to meet prospective customers unless we have “sifted” them through mail shots. Keep it up. There is no other way. The sale really begins after the sale.” He genuinely cares for his customers. He said beautifully. Besides Pongal. Ask yourself the questions that have been discussed above. With so many festivals in India. Going on a motorcycle or by car is not only expensive but time consuming too. one has to just look for an excuse to write to a customer.” You want to sell more and you want to sell well. However. Let us take “Sales Prospecting Through Mail”. rechecking. Make it your habit. When and wherever you can.360 per year? These can be to the existing customers as well as to the prospective customers. These are also sent to VIPs in his area. Guntur sends out specially designed and printed Pongal Greetings to all the owners of Escort and Ford tractors in his area. not before. SALES PROSPECTING THROUGH MAIL SHOTS AND LETTERS “Buyers will bet a path to your door provided you bet a path to their door first. He “fight” with his service manager for his customers. You can’t go wrong. maybe you cannot send 13.Approach. Success in any area depends upon your obsession for treat area. Now. 4. Subramanyachari of Vijay Auto Stores. you are spreading good will through word of mouth and creating more prospective customers. 180 per week and 9. By sending to the existing customers. Our friend Dhannanjay Vadnagare of Nashik sends out nice vehicle birthday anniversary greetings to people who have bought motorcycles from him. what do you do to determine the quantity and quality of oil in the engine? Keep on checking. our dealers friend K. how about 30 per day. you can reach the maximum prospects in the least . he creates in their minds a feeling of love and care. please use a telephone or post card to make prior appointments. Good. He sends letters to his customers on their birthdays and on special occasions and makes sure that while doing so. vi. The best car salesman in the world sent out 13.000 letters every month. Similarly.000 cards per month to his customers. talking to your colleagues and soon you will acquire the art of knowing the prospect’s state of mind to enable you to “Ask for the Order”. In your car. through mail.
. you will never even see many of the people who could be your customers. It is an excellent means of establishing contact with customers in advance of visits mad e by sales staff. Research indicates that mot people read it.possible time with balanced Organised Programme (BOP). special offers. Your mail shot is an opportunity to: i. It’s equally effective for announcing new products. and you have plenty of options. Please work out your own figures for your area or your product. it takes. In the tractor business. new premises. which can be arranged through your local post office. Do you know why you need regular prospecting? Because: i. Professional prospecting means using every method at your command to uncover a steady flow of good prospects. It is good advertising practice to coordinate these mailings to compliment or follow-up your advertisements. organising a direct mail promotion is quite simple. 300 potential customers in your SPADE (Sales Prospecting and Demand Enlistment) Register to sell 30 tractors every month. ii. It can be combined with invitations for customers to visit your store for a demonstration for the product or service. for example. provided the material is attractive and well presented. Uncover people who are ready to buy now. of course. Customer response can be boosted if direct mail includes a reply-paid facility. There are several ways to work towards BOP. The prospect will forget about you ii. it needs some thinking and some creativity. There is continual need for new people as customers v. as a rule of thumb. You can time direct mail to link precisely with every type of seasonal and special event. Direct Mail can be an extremely effective weapon in your total selling armoury. open days and machine demonstrations. One must keep track of changes in his needs. Get referrals of other possible prospects. Without adequate prospecting. it is ideal for checking that you have been aiming your campaign at the right people. And. more closely than you can with advertisements. Competition might sell to him iii. Turn up future needs for later sales iii. You want to get referrals iv.
envelopes and postage. Keep the list under continuous revision. leave the area. At least once a month it should be checked. . Even if you have no immediate plans to use Direct Mail. You can take the help of SPADE (Sales Prospecting and Demand Enlistment) Register. It will be one of your most valuable sales assets. copy can be prepared to put across your particular sales message. with minimum wastage. and it is not easy to compile in hurry when it is needed.g. invoices. Determine your maximum total budget. new staff appointments. With important customers. Don’t forget. and you’ll also find details in sales correspondence. announcement. so the next job is to select promising customers from trade and professional directories. event or invitation. Define your promotional objective and readership target. special offer. their staff. if you don’t have these details. as many people dislike being addressed incorrectly.P. P. you can achieve maximum cost effectiveness. e. it is most important that you establish a mailing list of customers with known or likely sales potential. they can be adapted to any selling operation. added to or pruned. Call on your sales staff to help. But that’s only the start. Farm Manager”. updated. it is just as important to keep your mailing list up-to-date. suggest you proceed on these lines: 1. 1. in it you must mention all the details of your prospect. etc. your most likely customers. or go out of business. Make a special effort to get their names. Remember the following two essentials. so keep at it. Mr. i.e. It’s essential to add as many new potential buyers to your list as you can. Colour postcards and product range sheets do an excellent selling job. Begin with the names and addresses of all your customers-past and present. Customers can change their addresses.Garg. it is worth a polite phone call to enquire. but to make sure your direct mail reaches the right people. and like the two colour. black and white mailers. It is always preferable to address a customer by his name and lob title. including costs of printed items.You can pinpoint your readership target. staff promotion and moves. And keep an eye in your local press for new business developments. We strongly recommend that you appoint someone to be specifically responsible for compiling and maintaining it. initials and job titles right. Once you’ve established your mailing list. not only to save unnecessary expense. With your special knowledge of local business potential. Easily adaptable to individual requirements. 2. much more accurately with Direct Mail. 2.
and that comes from your motivation and positive attitude. 5. etc. i. he has to enter you showroom. competitions. you have to show enthusiasm for what you are selling. Interest: You have to arouse his curiosity so that he becomes hungry to know more about your product. you have to have confidence in yourself. The prospect must have it. In very sale. Don’t forget to include a reply-paid card to encourage customer response. your dealership and the product. a direct mailshot should not just inform. they could send their children to school. write the copy and choose the illustrations. But. Arrange in advance. Otherwise. over-printing. These can take the form of invitations to special events. Work systematically and ask for the order. and make sure you have ample supplies of response material. To do so. 5. It is absolutely essential that any mailshot produced contains a device or information to prompt the responded into taking immediate action. typing addresses. Take this step only if the prospect has given you signals that he is ready to buy. special offers. go back and ask more . Close: Close the sale otherwise you will be just wasting your time and working for competitors. allowing adequate time for receipt of printed items. there are six steps which a prospect and you have to take together: 1. Conviction: Now you have to convince your prospect that your product will meet his needs. Desire: You have to arouse the desire in your prospect’s mind convincing him that your product will meet his needs easily and that he will get a bit more as bonus too. You many prefer to use the services of a design studio. Decide on the content of the mailer.before it is . a facility for dealing promptly with customer responses. first. SELLING WELL IS EASY ONLY WHEN YOU KNOW YOUR JOB Each salesman must understand the basic concepts of selling. Testimonials can be an excellent way more so in India-where several of the prospects are first time buyers.. Attention: You have to get into conversation with him to find out his needs. coupons for demonstration requests. Along with it. 6. entry forms for free draws. 4.e. etc. 2. 3. Establish a target date for the mail out..3. 5. 4. We know of a tractor salesman who sold many tractors by telling the farmers that out of the money saved by buying his brand of tractors.
When I went to them for the first time in 1955 and introduced my self. 6. emerged victorious because I could prove. Yes.questions so that you can fill in the missing links.They agreed.T. Many a time. congratulate him. undersell” and sell wrongly” A professional salesman would like to know. I suggested that they organise a competitive demonstration at their farm and also told them that about 10 acres to 15 acres of their land would automatically get cultivated. H. After every decision. Your congratulating him will remove his “in case” fears. A satisfied customer is your best salesman. I bagged orders from them. Road. you must proceed to thank him. on the spot. Let us give an actual incident here which was narrated by our former colleague Mr. because it is the latest model. his prospect will then become his repeat customer or will recommend the salesman to his friends. A professional salesman will do his best to get answers to his questions after which his sales talk will be moulded accordingly. His decision means money to you. A prospect may want a product because it looks good. through questions put to his prospect: 1. once he gives his money. or because his friend has it. every man suffers from a sense of insecurity because he is not sure if he has taken the correct decision. . I took the challenge.S. do not forget that word of mouth is the best publicity. My next visit was just a courtesy call. For the demonstration. Now. One satisfied customer will bring you one hundred more customers. Many a lost sale has been saved by a final try. During my third visit. Repeat to him who else has taken similar decisions. In his own words: “Choudhary Balbir Singh and Choudhary Partap Singh had their farm in village Kadipur on G. they told me that I was most welcome but must not talk of selling my tractors to them. a saleman can “oversell”. even though it may not solve his problems. A professional salesman sells what his prospect needs. The two brothers owned tractors that were very old. levelling and ploughing. that it was suited to their requirements. based on my tractor’s performance. What are the real needs of the prospect? 2. Please not the difference between congratulating and thanking. I went around and studied their soil condition as well as saw that basically their farm required breaking of bunds. Gill. What does he really want? There is a difference between need and want. I adjusted my implements accordingly and naturally. Congratulate: When your prospect has said “Yes”.
. And no life ever grows unless it is focussed. weekly. or does he have to check with his father or brother or village chief? It is important to know who the influence-makers or decision-makers are. 6. the brothers became so friendly with me that they used to came all the way to my office to inform me of the new prospective customers within 15 km.. . as per his action plan which must be prepared on a daily.” 3.e. a good salesman has to find out if the prospect has money now or will come back later because he needs the help of the dealer to get financial assistance for his purchase. He will keep the company of those who have an obsession for doing their jobs well the successful professionals and read and practice whatever comes from the company. Influences are sometimes more important for completion of a sale. 4. Selling is applied common sense. Through questioning. 5. He is his own boss and. It is important to know the Dominant Buying Motive (DBM). No horse gets anywhere until it is harnessed. Does he want to give your product in his daughter’s marriage. but it needs a good deal of training to sharpen the common sense. quarterly and yearly basis. who is visiting you. out of emotional and personal impulse. he has to work. decide to buy it.. SELLING WELL IS DOING CERTAIN THINGS.EVERY DAY Bhakra Dam water turns into light and power only when it is harnessed. Can the prospect. 6. physically as well as mentally. You will have to do some fact-finding and you will have to make your presentation to them accordingly. therefore. but only a few practice it as long as they can afford it. Most of the buyers buy this way. i.. This will help later in the sales presentation. come out ahead in the final analysis. his business establishment and his prospect. Radius of their village. A professional salesman has to be faithful to himself. dedicated and disciplined. A professional salesman must remember it.A CERTAIN WAY. or does he want too show off in his social circle? Nearly 60 percent of the sale depends upon knowing this.“Later. Those who practice it even in circumstances when they are going to lose a sale. An honest salesman will do his best to learn everything about his work and his business establishment and will continue to learn and grow as a person. Honesty is the best policy. monthly. Judgement is an important consideration if you want to be of service to a prospect to fulfil his needs.
we are reminded of our former colleague Late Ranbir Dutta who used to compare the function of an air filter in a tractor to the hair in the nostrils while demonstrating the tractor to the less educated farmers. there is motorcycle dealer who uses a different method. We have some friends who use the above concept. Exhibit: He displays his products and supporting aids. he has put up a huge pin-up board which is full of passport-size photographs of his existing customers. Our colleague M. he pulls out the relevant testimonial to convince the customer. in a certain way. Example: He can give several examples of his customers fulfilling the needs similar to that of his prospects. Statistics: Collects them and presents them to suit his requirements. because the prospects want to buy. And does everything to achieve them.Nagar. Any prospect finds it always very difficult to believe the salesman and hesitates to make the decision. about his products and that of his competitors. Testimonials: He always uses written testimonials to his advantage. every day. you can check up about us with any of these who have bought from us.The professional salesman is active in the field. Depending upon the specified need. Calcutta uses the photostat copies of testimonial letters from his existing customers when talking to a prospective buyer. he develops his own analogies to suit his prospects in the area. In the customer-sitting corner of his showroom.” On analogies. Following “DEFEATS” as a concept.S. while moving around in the field for sales promotion and while talking to prospects. Ford Motor Company have very nicely given the salesman’s creed: Thou shalt not wander aimlessly through the wilderness. Thy day shall be planned in advance even though it take the a portion of the previous evening to prepares thy calls. The board clearly conveys the message: If you are thinking of buying a motorcycle. Analogy: With a view to making his selling nontechnical and more common sense. In America. He develops. He implements “Evidence DEFEATS disbelief”. Facts: Yes. He sets his own goals. . In on of their training folders on selling. his own ways to suit his area and his prospects. DEFEATS stands for: Demonstration: He knows very well the value of demonstration and has the skill to demonstrate well.K. He makes his prospects buy his products. Bubna of East Zone Supply Corporation. the salesman is doing certain things. carries a bunch of different types of testimonials from the customers. Our friend R.
Thou Shaft render maximum assistance unto thy dealers. We paddles service in the ultimate and the sweet fruit of procrastination is forbidden unto thee. Thou shalt not depend only upon the efforts of thyself to service thy dealers. Thou shalt include the multitudes within the branch in thy plans and efforts. Thou shalt not speak falsely to a dealer for within the foundation stone of thy world lithe the strength of thy dealer relations. Thu shalt not sell price alone. For its written that a dealer buyer only that which has something in it for him. Features and Benefits shall be thy strength and thy salvation. Thou shalt not sell by the method called high pressure. Our business is built upon the firm rock of human relations. A house built upon the sands of hot air Standard not the test of time. Thou shalt not bear false witness against thy competitors. Such tactics stinkiest. Thou shift honor thy employer. Breath the standard of the Credit Company known as Ford proudly for yea, it is only that firm which truly has a mutual interest in the affairs of the dealers of the Motor Company known as Ford. Thou shalt not weep for business for to do so is useless. To he who regularly goes forth early in the morning, charged with enthusiasm and full of hope, surely to him shall be given the Lion’s share of the business.2. Prospecting All prospecting from this point onwards, should be primarily based on referrals! There are four best times to ask for referrals, where your customer almost feels obligated to provide the names of business colleagues who may by in the market for your products and service: –Right after closing the order –On delivery –After solving a significant problem –After delivering unexpected good news. Your only other choice is to chased own leads (all of which your competition most likely know about!) or make cold calls...We don’t know of two more certain ways for sales failure, easy attrition, constant turnover, and on going pain! And yet, the majority of Fortune 500 corporations do exactly that.
Think People, Good People, Committed People...
In his best seller “ogilvy on Advertising”, David Ogilvy says: “If each of us hires people who are smaller than we are, we shall become a company of draw But if each of us hires people who are bigger then we are, we shall become a company of giants.” Another relevant management axiom is: “Never hire anyone who will work for money alone.” No double money will get you people. As many as you want. But business is managed successfully by good and committed people. And it takes much more than money to have good and committed people. Therefore, having got the people with money, try to turn them into good people and people committed to the organisation they work for. So let us get them and retain them. Planning for men, i.e. your employees, is a 10 year plan; so plan ahead: First: Select those who have a sparkle in their eyes. Those who love work as worship honour. Hire those who will throw away their watches while working. Second: Train them well. Training is a long term investment. People will become as you imagine them to be (Pygmallion Effect). Third: Understand the Holi way, i.e. if you spray scented water on other people,
they will do the same to you. And if you smear them with dirty water, they will do that to you, too. Fourth: After getting them and training them, do everything possible to retain them. Because now the profits will follow. Fifth: There is no magic wand in the world by which you or anyone can get good people. You have to be an expert in human relationships; you have to keep abreast in this management art. Read plenty of books, exchange notes, observe successful people, and attend seminars on the subject. Sixth: Develop a bond between yourself and your employees the Japanese way. A bond that cannot be snapped easily; a relationship of friendship, equality and brotherhood. Seventh: An expensive employee is not expensive if you know how to manage him to the advantage of your organisation. A less paid employee can prove to be very expensive because of his frequent mistakes. Eighth: Show your concern for them. Let them know that you care for them. Be sincere and honest with them. Ninth: Trust them. Yes, maybe few will cheat you, but is it not far better to find out who will not, so that you can delegate accordingly? Please do some reading on human relations. Today’s business cannot be managed without employees and wherever there are more than three employees, you must be well aware of how human relations work. It is a very important area of business management. Now, let us see how good people are to be converted into Committed People: First Never be too busy to say nice words to your people whenever they do something good. Go out of your way too find such opportunities. Please never forget to THINK, THANK, SMILE WHEN IT COMES TO YOUR PEOPLE. Second: Do you work from 9 a.m. to 5.pm or from 5 a.m. to 9 p.m.? Well, if you work 16 hours a day for your organisation, then you can expect your people to work for long hours too. Third: Be honest with your customers and colleagues. You can then expect honesty from your employees. Be honest and appear to be honest too.
Fourth: Do you show enthusiasm, initiative, loyalty, devotion to your organisation and your people? If you do, you will get it from your people. Fifth: Do you genuinely ask for their suggestions and after some of the suggestions have been implemented, do you give them credit and rewards? If so, you will then motivate your people very well. Sixth: Have a golden tongue and a golden pen. Say nice things-genuine only-about people behind their backs. You can be sure that these will reach them eventually and you will be loved for your good habit. Make, manage and motivate people. Tips to Remember 9 WAYS TO BE LEADER... 1. Begin with praise and honest appreciation. 2. Call attention to people’s mistakes indirectly. 3. Talk about your own mistakes before criticising he other person. 4. Ask questions instead of giving direct orders. 5. Let the other person save face. 6. Praise the slightest improvement and praise every improvement. Be “hearty in your approbation and lavish in your praise.” 7. Give the other person a fine reputation to live up to. 8. Use encouragement. Make the fault seem easy to correct. 9. Make the other person happy about doing the thing you suggest. 10 RULES FOR GETTING ALONG WITH PEOPLE 1. Keep your tongue under control and watch your body language. 2. Make few promises but keep them. 3. Learn to praise and criticise constructively 4. Empathies-be interested in others. 5. Be cheerful. Worries, pains and disappointments? Do not let them wipe off your smile. 6. Present for yourself an open mind. Discuss; do not argue. 7. Let your merits speak for themselves, do not talk about others’ demerits unless necessary. 8. Pay no attention to ill natured remarks made about you. 9. Treat everybody with importance and never laugh at others’ expense.
4. 6 SINS OF MANAGING YOUR EMPLOYEES 1. 6. 3. Speak and act as if everything you do is a genuine pleasure. The sweetest music to anyone’s ears is the sound of his own name. 5. Talk in terms of the other person’s interests. If you would have friends. BE FRIENDLY AND HELPFUL. CALL PEOPLE BY NAME. 3 Fundamental Techniques in handling people 1. Failing to ask for advice. 3. 5. 3. only 14 to smile. Smile. 10 RULES OF HUMAN RELATIONS 1. 4. Arouse in the other person a eager want. There is nothing so nice as a cheerful word of greeting. Failing to develop a sense of responsibility. 2. SMILE AT PEOPLE. condemn or complain. WAYS TO MAKE PEOPLE LIKE YOU 1. . Failure to keep criticism constructive. BE GENEROUS with praise. 2. 2. 2. Failure to solve problems and complaints. Become genuinely interested in other people. 6. 4. 6. Make the other person feeling important and do it sincerely. Keep a good disposition. 6. be a friend. Remember that a person’s name is to that person the sweetest and most important sound in any language. 7. You can like almost everybody if you try. It takes 72 muscles to frown. cautious with criticism. Doing things more to be liked than to be respected. Failure to keep them informed. Don’t criticise. Give honest and sincere appreciation. Be a good listener. 3. BE Genuinely interested in people.Do not be anxious about getting what is due to you. BE CORDIAL. Encourage others to talk about themselves. 5. efforts and reward will come to you. SPEAK TO PEOPLE.10.
Also remember that God has fitted the world’s largest and best video tape recorders in your children’s minds. well. 9. the other person’s. Be creative! It is said that successful parents normally do not have successful children. There are usually three sides to a controversy: yours. and the right side. What counts most in life is what we do for others. The medicine required is flowers. Give them opportunities to achieve small. The way you treat your parents. it is all getting taped to be played back to you later! Catch your child doing something right. Do not insult them by comparisons. Spend more time in taking care of your sons and daughters and converting them into assets even if both are liabilities to start with! Life has become very complicated. The chemistry of each child. Helping him build a positive selfimage is one of the most important things you can do. . employees. Proverbs contain the distilled wisdom of all ages! Your sons and daughters won’t have to invent their own wheels. BE CONSIDERATE with the feelings of others. small successes. Do not give her an aspirin. so please don’t make it worse by neglecting or overprotecting or overproviding for your children. she may be saying that you are neglecting her. Remember that. Let them be known on their own and not as your children. associates. customers. and you will be rewarded many fold. big doses of patience and a dash of humility. Don’t push them. BE ALERT to give service. 10. Prove it wrong. Encourage them to read non-fiction. like a customer or a client. Managing A Family When your wife says she has a head ache. You are your children’s hero. is so different that it is not funny. Books will give them a head start.8.ADD TO THIS A GOOD SENSE OF HUMOUR. Put yourself in your children’s shoes.
their friends. it is only outwardly. a few days in a big city. Help your children to take and make decisions. From this one decision will come sixty per cent of all your happiness or misery. you do not have a chance of becoming a hero in his eyes. Inside they will be proud of you. Educate them with examples and stories. Keep on using the “dipstick” approach observing and analysing which direction your sons and daughters are going or are likely to go. Why do we want our children to grow up so fast that they regret it when they look back? Education is when your children can play with their grandparents. Your child is always watching you and unless honesty. Whether your sons and daughters become assets or liabilities. Let your children spend a few days in a joint-family system. Ensure that you have two-way communication with your children. Remember that in two-way communication it is not only the words but silence. Skipping college life may be a smart thing but no wise. Don’t be a preacher but a doer. an engineer. do not forget. an accountant. and sincerity become your habits. their uncles. Did you ever hear of someone on his death bed saying: “I wish I’ d spent more time at the office”? Choose your life’s mate carefully. and a dew days on a farm and in a village. to. Try to be as hones and truthful and sincere as possible. a few days in a family where both husband and wife work. A pint can’t hold a quart if it holds a pint it is doing all that can be expected of it. that can work miracles. . a few days in a small town. (Each child has a different capacity!) Don’t be afraid to ask dumb questions. 70 per cent depends upon you and 30 per cent on luck. a social worker and do on. truthfulness. you are leaders for your sons and daughters! On leadership.Use creativity when you want your children to get into the habit of creativity.” As a leader. remember: “Don’t Push: PULL. Even if your wife and your children laugh at you. This is also eduction. As parents. set objectives for your sons and daughters such a becoming a doctor. and do things to make your children proud of you. they’re more easily handled than dumb mistakes.
The father who does not teach his son his duties is as guilty as the son who neglects them.. Distance is required. If a thing is old.A family business is a serious business. Sure. old customs. Edison wrote: “Never look at the clock!” If you keep the book too close to your eyes you can only strain your eyes and not read the book.. it is a sign that it was fit to live. The road to success is filled with women pushing their husbands along... Give your son a fish . and so rude and crude to those we love? Remember that successful marriage depends on two things: (1) finding the right person. Edison to write a motto for her son. A woman once asked Thomas A. Right? The only way to live in this would is for every man to have a fair-sized cemetery to bury the faults of others. Mark Twain said in a tribute to his wife “Wherever she was. and the chances . If he had been a saint. It is important to tell your son once in a while when “enough is enough.Some parents scarcely bring up children.” Most businesses are inherited by inexperienced children in the same way that children get inexperienced parents! Children are not born with an understanding of what they can do or what they are worth to others. Teach him how to fish. If your wife is your sleeping partner in business...he eats today.. there was Eden. also between father and son for the son to grow worldly-wise. and old styles survive because they are fit to survive.... It cannot be conducted at the dinner table. once in a year. Don’t dwell too long on the shortcomings of others. please wake her up.... The way to get along is to go along. they finance them.. he would never have married you..” There is no single way but several better ways which you can show to your son. Normally.. And they’ll find this out best in the hands of objective outsiders. Old famiies. and (2) being the right person.he eats everyday! Why are we so polite to those we don’t know.. It will benefit you both tremendously! The best thing to spend on your children is your time... They surely won’t have any idea what the world expects of them unless we make sure that they find out. your husband has faults. sons create and will continue to create problems unless you plan or unless they re smart enough! The opportunity to do mischief is found a hundred times a day and to do good..
There is only a little less trouble in governing a son than a whole kingdom. Every stone can be a stepping stone. Do it now. 3. 5. I ruined time. and you will be surprises at his initiative. 23. 6. Learn to say "NO"! 25. Think. 13. 19. Learn by listening. You can regulate its flow by making small bunds. Ideas. Thinking is hard work. Problems are only solutions in disguise. now time is ruining me. 15. The greatest loss is the loss of self confidence. Arrogance is the quicksand of success. 27. The bow that bends too strictly snaps itself. A liar is not believed when he speaks the truth. A positive attitude pays. you can then channelise the energies towards the desired goal. He will then hate it. 31. 4. decide. The ability to speak is a shortcut to distinction. Keep your mind six to nine per cent empty! 7. 33. Your son is like a body of flowing water.. do what you think is right. 24. Think. all the time. like time and tide. Simplify your life! 14. there must be a better way! 2. The key to success is knowing yourself 21. 30. There is no right way to do something wrong. Don’t force your son to do what you want him to do. 12. One father is more than a hundred schoolmasters. Most problems are really the absence of ideas. 20. Reading without thinking is like eating without digesting. A man's reach should exceed his grasp. It really is impossible to please all the would and your father. 18. 11. 32. . get out of the kitchen. 9. Understand by reflecting. Making excuses does not hurt anybody but yourself 16. 29. Strong convictions precede great actions. Practice makes perfect. Let him decide himself. Stick your neck out. The future is NOW. 22. 28. 26. 17. Be daring in setting priorities. Experience is one thing you can't get for nothing. wait for no one. Managing Yourself 1. 10. 8. If you can't stand the heat..are that he will like a few of these. Success has made failures of many men. Ask for it.
One can see the heavens through a needle's eye. 39. 45. Admitting you're wrong is a modest way of showing you've grown a little wiser. Character is the foundation stone upon which one must build to win respect. but they are not meant for that purpose. today is the day to start the big job. 50. 47. Take the decision. well and good. they lose their wisdom. 53. Some people pay so much attention to their reputation that they lose their character. 71. If you do not know how to speak. It is sometimes easier to fight for one's principles than to lie up to them. you are through! 37. Ninety per cent of the decisions can be taken immediately on the basis of past experience and only ten per cent require in-depth analysis. the sin becomes less since it becomes the truth. Do not wait for the best idea. don't kick over the beehive. The most important thing for a young man is to establish reputation and character. better learn how to keep quiet. he must know how to fall. If at first you do succeed. 61. Our trouble is not ignorance. And if it is wrong. still better and the best will follow. you'll get run over if you just sit there. One of these days is none of these days. 66. 49. 62. but there's no room to sit down. 41. The average man develops only ten per cent of his latent mental ability. Don't start something which you cannot stop. 60. Even if you're on the right track. 58. Improve it. If you want to gather honey. It is not enough for a man to know how to ride. At the start of your career. 54. 69. 44. 38. You cannot be anything if you want to be everything. . 51. There's plenty of room at the top. Be lion at heart and do not forget the tact of a fox. 52. 46. Attitudes are mirros of the mind. but inaction. Crossing your bridges when you come to them and exploiting opportunities when they come your way are the real secrets of success in this world.. 42. 70. The people who make haste are usually saving minutes after having wasted hours. Of all the things you wear. 35. your expression is the most important.. 65. If you are through learning. There is no indigestion worse than that which comes from having to eat your own words. 64.34. Those who cannot remember the past are condemned to repeat it. Implement the better idea. 36. 55. what you learn is more important than what you earn. 63. they reflect thinnking. 68. If it is right. you will find out soon enough. you can get promoted to be a boss and work twelve hours a day. 40. 57. 56. You will have no quarrels with life. When the wise get angry. try to hide your astonishment! 43. Organise yourself well to have more time to do the things you love to do. 67. 48. When you're sure it's good enough. Leadership usually gravitates to the man who can get up and say what he thinks. By working sincerely for eight hours a day. Ships are safer in the harbour. as long as you have something to do when you get up every morning. 59. There is no expedient to which a man will not resort to avoid the labour of thinking. When confused.
Difficulties and setbacks bring it forth. 81. Speak your truth quietly and clearly.It doesn't matter whether you can be product of your ancestors. Unless you are forced to use your mind. When we are not engaged in thinking about some definite problem. 94. 73.Nothing is impossible for the man who doesn't have to do it himself. 75. what matters is if they can be proud of you. Doing so is quite different from being rash 97. 91. Any fool can criticise. 76. A manager succeeds or false not so much because of what he does. 95. Start living. Honesty is still the best policy. Take calculated risks. 83. the stream would have no song. henry Ford went bankrupt. when you take a decision. 101. however! 89. 84. 82. There is no one way be which you. if your mind is active and vigilant. can please everyone. In his first year in the automobile business. Two years later. And we exchange.and most fools do. If you have a rupee and I have another. 104. A man can succeed at almost anything for which he has unlimited enthusiasm. Stop existing. Learn to live with your mental doors unlocked so that idea can get in. 79. 74. his second company also failed. The fire you kindle for your enemy burns yourself more than him. The world's largest fires can be extinguished with a cup of water at the right time. 87. 98. the less power there is available.Man has a hidden treasure within. It is foolish to learn things that one has to forget later on. Men may blush to hear what they were not ashamed to do. A person doesn't learn to choose a good alternative without chosing a few bad ones. 78. Either I will find a way or make one. There is always one thing more to do. 100. 80. You may find the best during this forced detour. And we exchange. Napoleon was an early riser. 99. but because of what he is able to get someone else to do. condemn and comlain. Treat every problem as a roadblock which foreces you to take a detour. and listen to others. with a little bit of common sense. they too have their story. 88. If it were not for the rock in its bed. 77. It's what you learn after you know2 it all that counts. we have one rupee each. An hour's less sleep per day will dad five years to your working life. 103. If you have a better idea and I have another. we have two better ideas each. Education is the ability to meet life's situations. 90.72. 92. Be willing to spend today for tomorrow's growth. A vaction should be just long enough for the boss to miss you. 76. 96. His third corportion has done rather well. 78. 85. .The more noise a man or a motor makes. you become mentally lazy and will never fulfil your potential. and not long enough for him to discover how well he can get along without you.There are two ways of spreading light: to be the candle or the mirror that reflects it. 86. we usually spend about 95 per cent of our time thinking about ourselves. 93. 77. 102. The great aim of education is not knowlede but action. even the dull and ignorant.
105.Failure means delay, not defeat. 106.Never show your teeth unless you can bite. 107.The person who can smile when the natural impulse is to cry wins the admiration and respect of co-workers and friends. 108." I cannot do it" never accomplished anything yet. 109.Always tell yourself: the difference between running a business and ruining a business is "I". 110.Accepting responsibility is accepting challenge. 111.If you want to be a success, display enough courage to welcome failures. 112.Giving a drink of water to an enemy is like putting a lump of burning charcoal on his head. 113.God grand me the serenity to accept the things I cannot change, the courage to change the things I can and the wisdom to know the difference. 114.All confidence is acquired or self-developed through positive thinking, which is triggered off by good books, good friends and good visits. 115.Do not wait for extraordinary circumstances to do good actions; try to use ordinary situations. 116.There is no blindness except blindness of the heart 117.A wise man is one who forgets the faults of others, but always remembers his own. 118.Big achievements can be made only by a man who is content with small beginnings. 119.Build your self-respect via the joy of role excellence. 120.The genuine beauty of acquiring knowledge is that you can learn anytime. 121.Say "Sorry" at the right moment. 122.Chasing after the impossible you lose what is possible. 123.Cut your social functions where your substitute will be equally good and no one will miss you. 124.The fullest and best ears of corn hang toward the ground. 125.Like tees, we must each find a place to grow and branch out. 126.Those who fret over small issues only demonstrate their inability to find anything big in their lives. 127.Crowding one's life does not always enrich it. 128.Concentration is the secret of strength in war and in trade; in short, in the management of human affairs. 129.You don't need to invent the wheel. Start from where others left off. 130.Glory is a poison that can only be taken in small doses. 131.Challenge is a part of life take it in stride knowing that you will win most of the time, lose some of the time , but become a better man either way for having tried. 132.Being honest is like being pregnant: there's no such thing as a little bit; either you are or you are not. 133.It is difficult to soar with eagles when you work with turkeys. 134.One pound of learning requires ten pounds of common sense to apply it. 135.Polished coper is cheaper but makes a better impression than crude gold. 136.Do the thing you fear, and fear will diaspper. 137.All men make mistakes; only fools repeat them. 138.Indecision is expensive, very expensive.
139.Learn from failures; do not brood over them. 140.Empty sacks will never stand upright. 141.He who hesitates is lost. 142.A wise man speaks when others have exhausted their words. 143.Get a good "radar," and keep it sweeping. 144.An open mind collects more riches than an open purse. 145.You have to be very cleaver to do simple things! 146.Life is the art of drawing sufficient conclusions from insufficient premises. 147.If at first you don't succeed, try once more and then try something else. 148.One is not born a genius; one becomes a genius. 149.It is not only machinery that becomes obsolete. One has to guard against obsolescence of the of the mind. 150.If you are still tender enough to feel ashamed, thank God and ask Him to keep you hat way. 151.Do not postpone the unpleasant and difficult task. Do them now, and you will feel much better afterwards. 152.If you make up your mind to do three things, namely to work, to save and to learn, you can rise in this world. 153.Influence is like a savings account. The less you use it, the more you've got it. 154.Keep on learning-from your successes, so you repeat them; from your failures, so you never make the same one twice. 155.Keep on mulling your ideas, remembering that even the best can be made better. 156.Keep on reviewing your basics. 157.To act right, you have to look right and feel right. 158.Life's greatest thrill is tomorrow. 159.Machines must work. Men must think. 160.Many a live wire would be dead except for his connections. 161.Most people expect more respect from others than they give to themselves. 162.Success isn't the opposite of failure. A runner may come in last, but if he bets his record, he succeeds. 163.Envy eats nothing but its own heart. 164.Don't be afraid to take a big step if one is indicated. You can't cross a chasm in two small jumps. 165.Try to forget useless things. To remember everything is to make your mind a dustbin. 166.Don't major in minor things. 167.Unless you are willing to come to your job and be fired every day, you cannot do your job properly! 168.Anger, like revenge, is a drink best served cold. A little displeasure, in a low voice, should do the trick. Difficult, but not impossible! 169.Follow no one but learn from everyone. 170.Management is a series of interrupting interrupted by other interruptions! Learn to reduce interruptions. 171.He who has good friends has no need for a mirror. 172.If you want to move mountains, you have to first learn how to move particles. 173.If you do not make mistakes, it only means you are not trying 100 per cent.
174.Take advice as you would take a sandwich-with two big slices of doubt. 175.When it is impossible to change others, you must change yourself. 176.We do things quickly to save time, and what do we do with the extra time? We kill it! 177."My problem was I kept reading books on leadership and excellence and management when I should have been working." 178.Take three minutes to think of yourself first. 179.Winners develop the habit of doing the things that losers don't like to do. 180.A man is not hurt so much by what happens, as by his opinion of what has happened. 181.Work fewer hours; some of us waste half our time. 182.Don't do anything which someone else can do for you. 183.Other men see things as they are and ask, Why?" I see things that never were and ask, Why not? 184.Don't say you don't have enough time. You have exactly the same number of hours per day that were given to helen Keller, Louis Pasteur, Michelangelo, Mother Teresa, Leonardo da Vinci, Thomas Jefferson and Albert Einstein. 185.185. Beaten paths are for beaten men. 186.A man's life is what his thoughts make of it. 187.Keep secrets. 188.Every thought we think is creating our future. 189.The wise man thinks before acting and the fool thinks after it. 190.A change for the better always starts with a change of thinking. 191.Where your mind goes your energy flows 192.The more clear you are on what you want, the more power you will have to achieve it. 193.Following a precedent is an easy substitute for thinking. 194.A fundamental requirement for success: humility. 195.How many of us have realised that since we were given two ears and one mouth it might be that we were intended to listen twice as much as we speak? 196.I would rather sit on a pumpkin and have it all to myself, than to be crowded on a velvet cushion. 197.You grow up the day you have your first real laugh at yourself. 198.I believe in loyalty, for if I am not true to others, I cannot be true to myself. 199.I believe in holding up my chin, for self-respect commands respect from others. 200.For 25 years I tried to change my wife. I could not do that. Then I thought for 25 minutes and decided to change myself. 201.I am changing myself, having fewer expectations of others, not reacting sharply to their behavior. 202.The great pleasure in life is doing what people say you cannot do. 203. Dare to dream-dare to try-dare to fail dare to succeed. (EEW).
More commercial, publication and newspaper printers are using reference printing conditions Every imaging device, from the lowliest desktop inkjet printer to the mightiest pressroom iron, has its own personality. Color imaging will only produce accurate results if we consider the characteristics of each device, which requires a global framework for color control. Every color-imaging device behaves differently hence the need for color management, Individual desktop printers have different inks, paper and printing technologies. And of course the difference between a desktop printer an offset press are even grater. It you ignore these differences, inaccurate and inconsistent printing are the obvious results. Closed- and open-loop color systems can help bridge the gaps between devices. Since a closed-loop system performs a compensation for each device-to-device translation, it works \best with a small number of devices. A closed-loop workflow is fixed the user knows where the images came from and how they will be viewed and printed. In a typical scenario, images are always acquired from the same drum or other scanner, displayed on the same monitor and destined for a single proofing/printing prices, such as Color Art or Chromalin. In this closely controlled situation, it’s relatively easy for users to achieve the desired results. Skilled operators learn device characteristics and compensate accordingly. An experienced operator, for example, would know a particular scanner has a color cast, responds weakly to blue, or always produces unsaturated images and needs a tone-curve correction. Typical corrections might very depending on whether the image is low or high key has dominant flesh tones and how it will be printed. Color corrections could involve a certain amount of gut feeling as well as adjustments made using the RGB/CMYK values shown by an onscreen dropper tools. Closed-loop color has worked well for years. Operators learned device characteristics and compensated for them accordingly. But times are changing old-time prespress specialists have given way to all-purpose employees. Today, the same person who crates graphics in Photoshop and pages in QuarkXPress may also generate separations. Color management today How can you achiever color that’s consistent and accurate even if you don’t have skilled personnel or a fixed workflow? Many printers are exploring open-loop options. Rather than connecting all devices together, open-loop systems ( or color- Management systems, as we’ll call them in this article) use a hub-and-spoke configuration to communicate color between devices. The hub-and-spoke model provides greater flexibility, an i important
ICC provides a valuable framework The ICC is a regulatory body that supervises color-management protocols between software vendors. In other words.consideration. If you’re proofing. users can concentrate on processing and viewing images and getting the job done. The press profile is used first. Rather than dealing with the interstices of profiles and their cantons. You needs scanner profile for a scanner. including some for monitor proofing. Since no colors are discarded. committees of printers. A single profile that connects the device and its images) to the central space is all that’s needed to ad a new device. The image can then be returned and viewed on the monitor the provide a preview. Since the specifications are based on experimental press runs. since images frequently originate from many sources and are viewed and output on different monitors and devices. a monitor profile for a monitor. Reference printing conditions Working together in the U. Reference printing conditions include: . Users can immediately know to all of the system’s devices. but in general. It has worked diligently to create a standardized file format an protocols for use in color communication. equipment manufacturers and users. you can process images to the printer space. In a color-managed workflow. The preview ti obtained by “pretending” to apply a printer profile to the image. the industry has been slow to adopt ICC color management. images can be processed without changing the underlying pixel values while still providing a preview of a job on a particular stock. ICC profiles can be used as the basis for other products. print buyers and suppliers have developed several standard or reference printing conditions. The central connection space take a device’s internal color scale (either RGB or CMYK. they represent results that the average printer can achieve. Open-loop advantages Color-managed workflows let users prices images in simulation mode. feature internal ICC profiles. depending or the device) and converts it to CIELAB. A color-management system connects all devices in and out of a central profile connection space. Many color-management products. followed by the local proofer profile. you can also process an image using a press profile and then print locale to provide a proof on an inkjet or other printer. a printer profile for a printer and so on. User can immediately transfer images between the new device and any other device in the network. it’s easy to ruse/repropose images you don’t have to scan them again. three-dimensional device independent scale used for measuring color.S.. When a device and its profile (which describes device characteristics) are available to the network the characteristics are immediately known to all of the system’s device.
7/3 target pm a SWOP press. What is a SWOP profile? In 1995. A press is considered to meet the relevant specification if it can hit specific measurable print parameters. this profile can be considered representative of that pres. If you operate a press to the SWOP specification. the SWOP committee printed and measured a 928-patch IT8. The GRACoL target and test images are called DTR 004 and are used in the same way as TR 001 data for the SWOP process. the data is referred to as TR 001 data. At early stages of the production process.SWOP for magazines and catalogs printed by web-offset lithography an g revere Specification for Newspaper Advertising Production (SNAP) for newspapers GRACoL for commercial printing. you can use a SWOP press. Using TR 001 data. If the pressroom can hit SWOP guidelines. a generic SWOP profile can help clients and designers visualize the impact the printing process will have on specific colors. SWOP gives press operators a straighrforward goal. Since “TR” stands for Technical Report. Using these sheets. and provided the press is operating according to SWOP specifications. These sheets are pinioned according to the GRACoL standard for Grade 1 and Grade 2 gloss-coated paper. Early feedback indicated GRACoL could . They averages the measurements from these sheet and published a set of IT8. you don’t have to make a custom press profile. This data was the first publicly available and widely accepted colorimetric characterization of a sheeted offset printing press and is exactly what users need to make an ICC output profile.7/3 CMYK values and their measurements in LAB/XYZ. graphic-arts professionals can determine if their proofing systems are reasonable predicators of the final printed product. The group measured six selected press sheets using Gretag SPM 100 and the X-Rite 928 spectrophotometers. GRACoLcertifies press sheets were released recently.) And last but not least. Press sheets for sheetfed printers In an exciting development for sheetfed commercial printers. The “D” stands for draft (the data is in a three-year trail). everyone involved in the prepress process can use a widely available SWOP profile. Measuring the targets on the press sheet provides data that can be used to create an ICC profile. for example. (Photoshop already includes a SWOP Profile in its list or output profiles. You can maker a SWOP printer profile. we assume the press is operating as a SWOP press.
When new system were introduces. Few users want multiple profiles for different press conditions. In the early 1990s. For Graphic Solution Providers (www. but were assertive about their intentions. Apple Computer had been working on ColorSync. The ICC is a regulatory body that supervises vendors. vendors discussed interest in a unified color- .potentially do for commercial sheetfed printing what SWOP has done for publication printing. equipment manufacturers and users. Many vendors were interested in adopting or interfacing with ColorSync.ipa. Since five or six reference printing conditions can cover the full range of printing processes from newsprint to heavyweight catalog papers. Since different vendors’ users couldn’t mix and match components. many key workflow features were missing. several leading color technology companies were developing systems for color desktop publishing. ICC got started about 10 years ago. The group also offers a profile that is valid for offset printing of glossy or matte coated paper. Anyone printing to a European standard such as FOGRA or System Burner Europstandard can thus obtain reference ICC profiles that are based on median production values for broad catergories of papers and printing processes. After the regular agenda concluded. A profile for European printers European printers also are attempting to use a standardized output profile for printing. It specifies the framework for the profile connection space as well as profile format.org). and other profiles for Process Standard Gravure. The ColorSync connection At the same time. You can buy GRACoL fibres sheets online from IPA. The European Color Initiative (ECI) has created profiles that can be used as the default setting for the CMYK working space in Photoshop and elsewhere. Sheets range in price from $85 to $950. What eventually became the ICC started in 1992 at a FOGRA meeting. an operating-system-level technology that facilitates the communication of color information among multiple hardware and software components. the Assn. it is convenient for printers to use corresponding ICC profiles in their workflows. It is an open platform system that all vendors can link into. Where did ICC come from? Today’s color management is basically International Color Consortium (ICC) management. each application had to align itself with a specific hardware vendor. Since there wasn’t a common color-management framework. depending on whether the pres sheet is batch certified or individually measured.
Hating people is lie burning down your own house to get rid of a rat. When you need 2. hire the second one. Never hire anyone who will work for money alone.” The American gasped and asked him to itemise the bill. If you offer peanuts. and speak all the good I know of everybody. no one is thinking. Those who only of what they are told are seldom told to do anything. it’s they way that you say it that gets results. Whenp all of us think alike. Do a kindness one and it will be seen as a favour. reprimand in private. When we educate ourselves. Coming together is a beginning. . He did everything.org. Sun and Silicon Graphics). Agfa. When the blind man carries the lame. A Manager creates conditions for his people to achieve results. It ain’t what you say. Whenever you get medals.color. The mechanic said. it is completely independent organization. Praise in public. Helping people helps in the long run. You can preach a better sermon with your life than with your lips. Remember that nobody is a no body. Kodak. give them to your colleagues. From its eight founding companies (Adobe. we build the power to accomplish our goals. Don’t tell me how hard you work. An American was traveling in Afghanistan when his Cadillac stalled. Respect skill. Never hire your client’s children. Friendly. You will get more. both go forward. Don’t keep a dog and bark yourself. a mechanic cone form the hills riding a donkey. would you employ twice as many milkers as cows? Never hire your friends. If you were a dairy farmer. Graphic Arts Workflow and Profile Assessment groups. it becomes acceptable. “$100. They seem more afraid of life than of death. Adoption Transform. The man who trusts men will make fewer mistakes than he who distrusts them. Microsoft. When you kill somebody’s good idea.” MORAL: Respect skilled people. you will a little of that person too. keeping together is progress. do it twice. Currently there are Architecture. Communication. Working in groups The consortium meets three times a year. A committee is a thing which takes a week to do what one good man can do in an hour.90 for knowing where to hit. Chromatic.” 10£ for hitting six times and $99. “How much?” The mechanic said.management system. I will spike ill of no man.5 people. Managing Employees Too many people are thinking of security in stead of opportunity. you will get monkeys! Pay well. Use meetings and conferences for cross-pollination of better ways. The main work of the ICC is done in groups. but it didn’t start. ICC has grown to about 70 companies. each dedicated to a specifics issue. Don’t run down the other man’s plans unless you have better one to offer. He asked the American to start it and it did. The American asked. Never hire your own children. If you ignore substandard work. He opened the bonnet and hit the cylinder head six times. Taligent. see www. and it become a duty. tell me how much you get done. working together si success. Apple. For more information. A manager shows his greatness by the way he treats little employees.
but I find that for more strange reason fish prefer worms. But if each of us hires people who are bigger than we are. Some people think they are generous . lest he freeze. From trust arises togetherness and one mind. It depends upon you whether the result is music or noise.It’s against company policy. Listen to what your employees say. 8. The secret his success was the ability to attract exceptionally able men and to treat them with so much respect that they never left. Throughout history there have been two categories of people: those who crate wealth and those who consume it. Here are 10 tried and tested ways to kill the good ideas and enthusiasm of your co-workers.It will never be approved. use the “dipstick” on yourself as to how honest you are your customers.Let’s form a committee. From softness. 5.It doesn’t fit the system.It’s too wild. If you observe people long enough. Personally I am very fond of strawberries and cream. 4. but success is achieved by working from 5 to 8. From humility arises trust. Look after it! Hard work is like tilling. 7. 1. If each of us his people who are smaller than we are. Anyone can live by working 8 to 5. If we decide to negotiate. A suggestion box can work as well in a business with six employees as in a company with 1000 employees. The German army won’t let a soldier file a complaint or make a criticism immediately after a thing has happened. you are a member of an orchestra. well shall become a company of dwarfs. 10. Before you point a finger at your employee. Your mind is like an acre of land. 3. People who accept responsibility are the people who are making the most of their lives. So when I go fishing. Your mind is like a camera with memory! It can take pictures which you can “file” for subsequent use. The difference between a secretary and a professional secretary is in keeping your balance when everything was needed yesterday.Put something in writing and get back to me. it brings ut the best in each one of us. nor too far off. and enough selfrestraint to keep from meddling with then while they do it. It is not your job to go around bursting dreams. Remember that a person’s name is to that person the sweetest and most important sound in any language. In your job or at your house. you’ll realise that the self-made ones have an abundance of working parts. Working together not only brings out the best in all of us. discipline is like pesticides. or reduce them to ashes with a few drops of cold water in the form of judgment. The best executive is the one who has the good sense to pick good men to do what he wants done. Everyone has dreams. good reading acts lie fertilizer. Do not be angry that you cannot make others as you wish item to be since you cannot make yourself as you wish to be. Feel like a hero every day by doing a good deed for you employees. You can kindle them into fires. A man should live with his superiors as he does with fire not toon new. I don’t think about what I want.It didn’t work before.a cheap employee is expensive. Very often their ideas are like burning embers. I think about what they want. 6. 9.I will think about it. We’re not ready for that. lest he burn. 2.The timing just isn’t right. we shell become a company of giants. then we must be open to compromise. arises humility.
But you and I are not dogs. but he will give it to you for a piece of colored ribbon. nothing is as important as it first seems. don’t preach. Wise men learn by others’ mistakes. What matters most today is the ability to think together. To keep customers. somewhere. As a manager you’re paid to be uncomfortable. If you’re comfortable. not people. A soft voice is heard long after the shout. It wastes your time and annoys the pig. Everybody wants to success. Indifference needs creativity to be removed. There’s little choice among rotten apples. True. We learn a lot by listening to our employees because. The minds of your employees are the “assets” which do not appear in your balance sheet. Demand and you will get it. Never try to teach a pig to sing. Good leadership starts with good communication with people. so make certain you keep both your ears open and listening.because they away free advice. The administrator many have to stay out of the way in order to get his way. You don’t have to invent your own wheel.Please all and you please none. wisdom is not the exclusive possession of management. They just spend it on things they don’t need to do. You cannot teach new tricks to an old dog. Relax ! Relax ! Relax ! Learn to relax while you are doing your work!There are two sides to every issue. Someone. A projecting nail must be hammered down. Training is essential. after all. You cannot train a horse with shouts and expect it to obey a whisper. i. Gentleness is stronger than anger. People are sick of getting letters that sound like they have been written by a computer that knows their name. Grant ribbons. Loosen up. I just watch what they do. A boss has to be a good shock absorber. the supple and yielding make way and prevail. Your mind is the best asset you have. A man will not sell his life to you. business needs to invest in its employees. Condemn actions. It is true that we learn by listening. . Ignorance is easy to remove by education fan training. I pay bless attention to what men say. Treating people courteously requires very little effort. Communicate downward to subordinates with at least the same care and attention as you communicate upward of superiors. sometime has had your problems and opportunities. Delegate but don’t forget. As I grow older. Conduct meetings with your managers in your head before meeting them across the table.Sound becomes music if a trained man makes it. yet we don’t listen. There is no easy way to dress up someone’s performance without dressing him down. extraordinary performance from the average man or from yourself. Training that brings about to change us as effective as a parachute that opens on the first bounce. Teach. People don’t waste time. Except for rare life-and-death matters. The hard and unbending are broken by change. fools by their own. it’s a sure sign that you’re doing things wrong. Criticism dispensed in small doses rather than large ones is a lot easier on a person’s ego and is far more productive. The ups and downs of life are all in books. Asking costs little. Give them a fair chance. Find out whether it is ignorance or indifference. The best leaders lead by demonstrating how it is done.e. Different strokes for different folks. There is always more to learn and more to earn for every employee.
There is no indispensable man. Sometime when you feel that your going Would leave an unfulfillable hole. Do not be afraid of admitting mistakes. Situations themselves do not cause stress. to the right degree. Don’t forget that. it is almost impossible to put it together again. The best things is. they are seen as providing leadership. Once you break it. We cannot be right all the time. Next. Sometime when your ego’s in bloom. and for the right purpose that is certainly not easy. Managing your business is an art and not a science. You’re the best qualified in the room. at the right time. The moral of this quaint example Is of just the best that you can. Just follow these simple instructions. Sometime when you’re feeling important. The man who is right only 60 per cent of the item can be a howling success if quick to correct his mistakes the rest of the time. Anybody can become angry that is easy. people really respect a man who admits his mistakes quickly and gracefully. Try to do BETTER and still BETTER. Training is expensive to import as well as to receive. Everyone is a trainee as well as a trainer. Training demands a positive attitude. You may strip up the water galore. . Do not take it for granted that working together works automatically. You have to keep on “repairing the fences’ to keep your business in good condition. It requires more common sense to get work done than to do it. We all make mistakes. Accept praise with humility. Don’t forget that people tend to forget conveniently. Admit your mistakes gracefully. Pull it out and the hole that’s remaining Is a measure of how you’ll be missed. Be proud of yourself but remember. Make it an on-going process to do the BEST. Few persons weigh the faults of others without a thumb on the scales. no one hears the small ones. When big bells ring. When you want to get things done. Trust is like a chain of thought. Even the chairman’s pencil has an eraser on it. But stop and you’ll find that in no time It looks quite the same as before. Working together won’t work if you do not take to task anyone who doesn’t carry his share of the load. but to be angry with the right person. forgive and forget. When management arrives before the workforce and leaves after they do. If you can’t explain what you’re doing by using simple language. You can splash all you wish when you enter. Training demands patience and persistence. It is the mark of a big man. Listen with your eyes also. you are probably doing something wrong. It is more fun to be overworked than to be underworked. use creative ways to remind people. Start measuring your people by the size of their thinking not only in kilograms and inches!A wound inflicted by speech is more painful than a wound inflicted by the sword. An administrator must be adept at adapting. There’s no indispensable man. Sometime when you take it for granted . your reactions do. try to improve it. Everyone needs training from a prime minister to a peon. Never be vindictive with anyone. Put your hand in it up to the wrist. Never allow two people to do a job which only one can do. Always starts with GOOD and implement it. And see how they humble your soul: Take a bucket and fill it with water.Listening is an art. Don’t be deceived by first impressions.
Good managers are not born. Throw enough dirt. if you spray scented water on other people. them. He who want to eat the fruit must climb the tree. Any person who enjoys responsibility usually gets it. But it happens with elders when they are not properly guided. Everyone likes to do what he likes and not what should be done It is a common phenomenon in offices. Delays make people lose interest and become lazy. children like to do what they are prevented from doing.backstage. you have a whole lot of term-mates who helped you achieve all that you have. it’s your attitude that makes the difference The squeaking wheel gets the grease. never stop learning. A man who climbs to the peak foot by foot earns far more respect than the one who reaches there by helicopter. Give someone a title and you make a hundred people angry and one person ungrateful. Shout. Thirty per cent of your employees are lazy. Give it to the busiest executive. and some will . dishonest and so on. And if you smear them with dirty water. He gives twice who gives quickly. Never be too busy to say nice words to your people whenever they do something good. stupid. So add “10 to 30%” before you give a target date. These hacked proverbs contain the very essence of the distilled wisdom of all ages. Start treating your people as grown-ups.. The best of men is he who sees his own faults and does not see the faults of others. Skills aren’t enough. There is nothing so powerful as the truth. Give them responsibility and authority. The rapidity with which we forget is astonishing. when they are not properly motivated.. Upgrading your people is a far more challenging job then upgrading yourself of your facilities. Everything takes longer than you think. you will get it from your people. never stop training. too. they will do that to you. Trust. The used key is always bright. He travels fastest who travels alone. A person’s true character is often revealed by the manner in which he receives praise. Give editorial freedom to a nightingale and you will get a song of summer in full-throated ease. Looked at the other easy round.. you discover that he has been at something else-just because he liked doing what he liked and did not do what should have been done. too. they are obtained by training. If you want to get a thing done. A ballet dancer needs a mirror to perfect her style and technique. Or the “Holi” way i. And more important. Do you show enthusiasm. Take this factor into your calculations. Understand the Pygmalion effect. Why do individuals behave so? Part of human nature. loyalty.. There is no such thing as a perfect solution. Never stop listening. they will do the same to you. You ask your colleague to do something and just when you and are expecting the results. why does one behave contrary to have we expect one to behave? Well. Most people remember only 20 per cent of what they hear. A manager needs to develop his own mirror. Go out of your way to find such opportunities. devotion to your business and your people? If you do. Give it to a pig and you will get a grunt. whenever you are reasonably sure that someone in the team is over-or under-carrying the load!A manager’s success if due 15 per cent to technical skills and 85 per cent to skills in human engineering. maybe. initiative.e.
and you will feel not only smarter but will impress other people. When progress is made. Say a nice word about it. When one gets up late. what you have to do is to get ahead and pull. People are seldom angry for the reason they think they are angry. Very often. plant men. Leave inertia behind. Talk about it.. And. The reason many people fail to recognice opportunity is because is comes disguised as hard work. Committed people. See the miles melt away under your feet. a telegram results when a postcard isn’t sent. remember. not just harder! It is good to become a hero in films. Take the step. . but not in the business world! Ensure that your team becomes the hero. An appraisal system is no good without an effective grievances precessing system. One way to encourage excellence is to demand excellence.. The least impotent word in social and congregational life is “I” and the most important word is “You” Work smarter. reprimand in private. The Boss Is Always Right What the people say When one talks. Attack the task with full gusto and your will be pleasantly surprised at your own competence. the worlds biggest fires could have been prevented by a small cup of water. Why neglect the job at hand now and let it crush you under its weight later/ A stitch in time saves none. When one goes for a walk. people do. Procrastination is the thief of time. you will get it! Notice it. When one corrects others. When cases are kept pending. nothing motives a man more than tissue his boss putting in an honest day’s work. Do it now! Leadership is like moving a string. Good people. You can get more work done with a kind and a gun than a kind word alone! And. Do not forget. So important jobs now before them become urgent. Write about it. When a job is done without being told. When a mistake is made. plant corn. plant a tree. When one rises to an occasion. Good people without discipline are worth nothing. Think people. Walk 25% faster.. When a job takes a long time. those who watch things happen. But. It you want to plan for a year. Jobs don’t have futures. When a rule etiquette is overlooked. Treat people like winners. You cannot move it by pushing from behind. A thousand mile journey begins with a single step. Try it. Encourage people to suggest possible solutions to each problem that they put up. The habit of putting off important tasks can rob you of hours of achievement and success. People can be divided into three groups those who make things happen. When one mixes with ladies. When a job is not done. When a lottery si won. When a stand is taken.stick.. When one mixes with people. and those wonder what happened. But if you want to plan for ten years. When one goes early. Positive and negative strokes should be well mixed. always. There is usually something else at the bottom of it. If you want to plan for three years. praise in public.
Be moderate in praising a man when he is present. The leader was the captain. He takes care of his health. He is charming. For My Boss. He is too busy. He has worked hard. but give him full credit when he is absent. And they must have a sense of success in it. The mob has many heads.. I am careless. the course or path of far ship at sea. He is diplomatic. He is thorough. in Old Horse. He was working late last night.. He is being original. I am talkative . give it to a busy executive. but no brains. but becomes inspired because he is working. I am showing off. The ability to foresee the future and take necessary corrective action from time to time. The ability to communicate effectively. He is firm.For Me. They must to do too much of it. whether one is the leader of far nation. If you’re the boss and your people fight you openly when they think you’re wrong that’s healthy. He is human. If your men fight each other openly in your presence for what they believe in that’s healthy. I am lethargic. I am always after women. Great people are attracted to great leaders. who in Viking days was usually the steersman and navigator as well. Managing Customers . of a business. The great composer does not set to work because he is inspired. He is guiding others. one has to have the following. If you want something done.. The word “Leader” comes from “Lord” which meant. I am incompetent. He is always lucky. I am bull-headed. He has initiative. It is an adjustment. And burst. I am avaricious. I am rude. of a deportment. I am loitering. I am going in for cheap popularity. I am lazy. I am an opportunist. He is social. The frog tried to look like the elephant. He didn’t waste time waiting for inspiration. The ability to think deeply. or of a home. Great managers end up working for great people. and he’ll have his secretary do it. I am overstepping my responsibilities. Now. I get breaks. But keep all the conflict eyeball to eyeball. I abuse concession. You can’t have everything in one person. I am slow. He will definitely do it. He is gregarious. In order for people to be happy in their work three things are needed: They must be fit for it.
He buys your home. He pays for your vacations an puts your children through school. Always exceed the customer’s expectations. You never get a second chance to make a good first impression. your cars. it is only 10 per cent of them who require tactful handling. When Banta Singh walks into your showroom. may not be able to take and make decisions easily. your staff will take care of your customers. Small opportunities are often the beginning of great enterprises. A customer. He is the one boss you must please. They also serve their customers who only stand and wait for the customer to come in! . Every customer is essential to the well-being of the organisation. Everything you own he has paid for. the more likely it will be able to avoid disgruntled an unhappy customers. like anyone else. Think of the customer first if you want the customer to think of you first. the other in terms of good will. he is likely to choose the alternative that will make him happy. A rupee goes a long way now. Once you give him the alternatives and educate him on how to take a decision and do not push him. There are really two entries to be made for every transaction: one in terms of immediate currency an coin. You can carry it around for days without finding a thing it will buy.” Ninety per cent of your customers are reasonable. your clothes. Agreement with customers gets better results than arguments. The only way to get the best of an argument with a customer is to avoid it. the more customers you get. He will give you every promotion you will ever obtain during your lifetime and he will discharge you if you displease him. The customer is the Boss There never has been there is not now and there never will be any boss but the customer. Treat your customers’ complaints as suggestions! Be more prompt to go to your customer in adversity than to the one in prosperity. Mean what you say. The more prospects you meet. Keep it simple. tell him.If you take care of your staff. “Kiss” your customers. “Maybe the customer is right” works wonders. Any successful organisation has the customer as its focus. The more liberal a refund policy a business has. “You can sand your son to college on the money you save on an Escorts tractor.
Follow-up complaints and suggestions is a must. . profits will follow.Feel like a hero every day by doing a good deed for your customer. Even accounts people. Consumers are statistics. who trusts customers most. Customers forget very quickly. with common sense. And there is no other way of doing it than to be prompt in reaching out to him in his adversity and giving him good after-sales service. you will see the word of mouth spread like wildfire. If you run after two hares. Get the customer to do most of the talking. Honesty is still the best policy. The more you listen. the wiser he thinks you are. customers are business. banners hoardings. radio jingles. He pleases customers best. more customers and many. newspaper and magazine insertions. therefore give fast service. you’re forcing them to visit your competitors. television advertisement films have the credibility which a satisfied customer has. Do not so over-welcome the new customers as to annoy the old ones. Give the customers the best you have and the customers will give you back the best they have. Customer satisfaction is affordable and profitable because a satisfied customer becomes your salesman forever. many more customers. he will get you the business of his friends and acquaintances too. A sale is not a one-time transaction it is the beginning of repeat business provided you keep the customer satisfied. If you are not busy meeting customers. wall paintings. with your customers. Make yours a customers-oriented business. Customers are not hard to please. No amount of advertising leaflets. Customer want answers to their problems. Each of your employees should visit your customers. Be selfish but be honest to your customers! Business exists only to create customers. If you are sincere in helping him and create in him the confidence that you are always behind him. Bait the hook to suit the fish. A satisfied customer is your best advertisement. The essence of marketing is to create customers. you catch neither. Not only will he give you repeat business. they are not impressed by your carpets and chandeliers.
Present customers are and will continue to be the best prospects for more business ! Spend time and effort to read your present customers accurately. I am not a dog. Learn to listen. He is our bread and butter. everybody was giving suggestions on how to make better dog food. Customers are innovative by nature and will always opt for the better. Ask the customer In a company meeting. Poorly served employees serve customers just as poorly. the real boss. “Sir. It is natural for your customers to forget to be grateful. One way to be popular with your customers is to remember a nice thing a customer said about some other customer and tell him. It makes good business sense.It costs six times as much to get a new customers as to keep a customer you already have. Sow the best possible service and reap a golden harvest in bumper profits. not yearly. Opportunity sometimes knocks very softly. Judge a customers more by his questions than by his answers. Customer is the profit Everything else is overhead! The customer is not an inconvenience or a pain in the neck. On being asked by the chairman. and make the one they like. Do it discreetly. It is one of the most beautiful compensations of this life that no man can sincerely try to help another without helping himself. And. pamper him. tune in to what they require in terms of assistance and support. make it a monthly exercise. Keep on checking with your key customers about your employees. so if you go around expecting gratitude. a trainee suggested. . Eliminate those activities which are not for the customers. A company sailing with a heavy load of overhead will soon find itself at the bottom. Nothing motivates a customer more than to see his dealer putting in an honest day’s work to solve his problems. The customer is the only goose that lays golden eggs every day forever! So care for him. Axe the overhead.” MORAL: Ask the customer what he needs. He pays for our salaries and our profits. you are heading straight for a lot of heartaches. Do not take them for granted. Let us get a few dogs to the conference table and put out different food formula specimens. Some customers simply cost more to serve. Nurture your customers ! One small deed for your customer accomplished more than a thousand words.
does it not?) “If there is nay secret do success. We must adjust ourselves to the customers never the customers to ourselves.There are sunrise and sunset customers. Should we tell you the secret of success? Find a need and fill it! Once you’re identified customer needs and satisfied them. When your customer says he has a big problem. the seller of but one. “it lies in the ability to get the other person’s point of view and see things from his angle. the policy of “I will try” has done wonders. There is no such thing as “soft sell” and “hard sell” There is only “smart sell” and “stupid sell. What do you do to convince your other customers that they too should not dismiss you? The time has come to put yourself in your customer’s shoes. but losing one is pure hell.” Unless you are willing to come to your business daily thinking that your customers are going to desert you. Do you get your customers audited? Our customers are our very best friends. you’re in possession of the magic wand that will conjure up fabulous fortunes. Therefore. You cannot expect your employees to be honest if you cheat your customers. And set out to satisfy it as if your life depends on it. Communication with the customer is the core of good customer service. You get your accounts audited. Watch out an learn the difference. When things go wrong with a customer.” With annoyed customers. He needs to be listened to more. (At least your success in business depends on it. but don’t quit. But. Everyone in business “communicates” with customers. Discipline results in faster customer service. The buyer has need of a hundred eyes. rest if you must. Winning a new account is a heady experience. The realisation of losing a customer expresses the determination to gain another one by working hard all over again. how do you know what the customer wants? By seeing things his way. that’s how! What would you want if you were in his place? Find that out. he may in fact be saying that you are neglecting him. as they sometimes will. Very little is needed to make your customers happy. Spread a smile and make profits. Do not give him free service or discounts. you cannot manage your business for profit.” says Henry Ford. train each .
correct the matter. Then mend it. particularly a service business. Sometimes the things we don’t day speak louder than the things we do say. Remove the irritations to make him happy. It is impossible to make a good deal with bad people. And you may rest assured. He is your golden opportunity to prove your mettle as a sales person. Win him over and you have sharpened your technique of satisfying customers and getting more business. If you are not hearing customer complaints. Instill in your mind that we offer better. When you do hear complaints. apologise. wise and competent beings. to improve conditions. Put yourself in his shoes and see where is pinches. Handle a difficult customer with care. avoiding eye contact. See him walk out with a smile on his face. They do not want to think of themselves as foolish. Customers le to feel good about themselves no matter what they are doing. he will get you a hundred more customers. Only half of our job in selling our services. that doesn’t mean that everything is okay. Handle a difficult customer with tact and sympathy. if indicated. continuing to attend to paper work all these non-verbal behaviors turn customers off ! Customers who write or call with complaints want someone to listen. Excellence is when a man asks of himself more than others do. It may only mean that uncomplaining customers are quietly accepting conditions they dislike and planning never to return. . Looking annoyed. Your attitude determines the satisfaction level of your customers. is to do two things: get and keep customers. Rewarding employees for friendliness toward customers reinforces the feeling that the customers come first. The basic philosophy of any business. Studies have shown that 96 per cent of the customers who are dissatisfied with an organization’s services don’t actually complain. you have a second chance to make things right. the other half is servicing our customers. and. You have not converted a man just because you have silenced him. They want to think of themselves a intelligent. fidgeting. appearing rushed. to be patient and to express himself clearly. A difficult customer is a dark cloud with a silver lining. far better service to our customers than our competition does. not only for a specific customer but for all those other customers who follow. sympathise.of your employees to be a good listerner.
This system provides employees with instant access to knowledge gained throughout the Organisation. in striking contrast to its competitors who operated strict business hours. is the continuous . i. the telephone and Internet access 24x7. Step two involves leveraging this collective corporate intelligence to gain a competitive advantage internet of customer retention. From being a hygiene factor. It was the first bank to introduce phone banking to the Indian customer where he could call and transact anytime-day or night. it raised the bar so high that it enjoyed unassailable competitive advantage and high brand recall for a very long time.. Shared knowledge A huge amount of business intelligence resides with employees. if not all of them. customers and industries. By announcing that it worked 24x7 for its customers. reducing time to market. Successful companies utilize the opportunity of constant contact to build loyalty. This was made possible by ensuring information availability to employees at all times. What ties all this in. Vital employee knowledge can be retained even if the employee cannot. this is a necessity. thus speeding problem resolution. With the right KMS in place. They expect instant resolution for a bulk of their queries. globally competitive companies have discovered the importance of an organisation-wide knowledge management system (KMS). procedures and most importantly. And for organizations that are spread across the globe. Management and distribution of collective corporate knowledge thus becomes a powerful tooling global organisations. rapid access to adequate customer and product information. When they exit the firm. KMS has now evolved into a must-have component for customer-facing units or departments. customer feedback with them.What does KM involve? What does KM involve? Sep one is the aggregation of the employee knowledge about business practices. As an example.e. physical office or branch. products. slashing turnaround time and market. The main source of competitive advantage therefore lies in a firm's ability to effectively utilise corporate knowledge and learn faster than others in their field. Citibank India changed the rules of competition with its campaign The Citi never sleeps. the havemorrhaging of this expertise and experience can be plugged. slashing turnaround time and improving cross-sell opportunities. they take with them this knowledge of products. thereby enhancing business effectiveness. in the mid 1990s.Information And Knowledge Management Share and grow In recent years. How? Simply by giving its frontline staff. Customers contact the firm at various touch points.
throw up best practices and lessons learned by others in the organisation and help build on competitive intelligence. Take for instance. Every organisation houses . on the other hand. omissions. reorder point. might need information on. a PDA from a remote location. Understanding the organisational business strategy will yield: Key business processes and procedures. quantity to be ordered in addition to balancing order processing costs with inventory-carrying costs. Information flow from one department to another. Inventory decision making involves assessing the stock out rates of various products. Such outlets stock thousands of products whose inventory management needs to be efficient and cost effective. More importantanly. This is an extremely crucial step. the organisation needs to work backwards and identify the data that needs to be part of the KMS. a hyper market. sold and re-ordered. Who needs the information and at what level. while the latter is customer-triggered in that fast-selling items are continuously ordered. Data definition: Once the business requirements are defined. assimilating.process of updates. Another major benefit-aggregating such employee knowledge canreveal. Thus. any lurking inefficiencies. safety stock needed. KMS can also give insights into customer behavior identify industry or customer-specific peculiarities. various departments in a single organisation require different subsets of the base data in different formats. For instance. a front-desk customer interface employee needs a snapshot of the customer account while ansering queries whereas an operations employee will need a detailed history of the customer to resolve complaints. stocked. A sales executive. eliminate redundant employee research across departments and establish best practices across the organisation. spending patterns could be analysed and opportunities for cross selling could be exploited. Here. review and data availability. say. Identification of the business requirements: Who are the employees that need information? What are the employees that need information? What is the quality and depth of knowledge needed by each of them? At what frequency and how soon? Where is it needed-across local or remote locations? These questions need to be examined before commencing the KM exercise. The KM initiative An organisation can kick start its KM initiative in three steps. a KMS finds application and could be used to move from an anticipatory-based supply chain to a response-based supply chain. which one spots inmost Indian shopping malls. gaps or lack of expertise inherent inthe organisation. Developing such as knowledge warehouse helps a firm build units competitive intelligence. over time. It can reveal hidden opportunities that can be tapped for new business and cross selling. The former indicates that the hyper market orders and holds quantities based on sales forecasts.
information gets isolated. learnings and new information into the KMS. resulting in islands of knowledge instead of an organization wide business intelligence. This is usually the domain of the chief technology officer (CTO) and the IT department which has to map the relationship between different user requirements. The expanding use of electronic information necessitation that the KMS keep pace with changing business needs and new technology solutions. Top management support: A KM initiative has to necessarily be driven by the top management. with appropriate access rights. This too needs to be constantly updated into the KMS. A KMS integrated with the organisation's IT systems allows effective and efficient utilization of knowledge assets. only to its employees. Resources: Managing information can require a significant commitment of resources as the sources of data and information grow dramatically. It also needs to develop measures to ensure that the knowledge fed into the KS is accurate. This team can spot duplication of efforts across departments. However. the constant process of review. Explicit knowledge refers to reports or information confined within the organisation that others are not privy to. published reports from Forester/Tower Group research or RBI annual publications like The Trends and Progress of Banking in India or Currency and Finance Report are explicit knowledge. the next step is to define the data architecture and design the database. identify the inputs and outputs of the database. consulting firms consider their project knowledge in terms of approach used. updates and management of the knowledge assets must be instituationalised. if any. and thus eliminate wastage of resources. Ownership: A dedicated KM team is required to drive this effort. A top-down approach works best in raising awareness and emphasizing the importance of constant updates to the KMS. benchmark data utilised. Key success factors for KMS Can a firm convert the KMS into a sustainable competitive advantage? Yes and here's how. Once the KMS is set up. finances and top management support. For example. timely. Definition of data architecture: Once the users are identified and the data is defined. reliable and confidential. whichever part of the world they may be. Infrastructure: If different departments of a company were to use disparate systems. employee knowledge.two kind of knowledge-explicit and tacit knowledge. This information goes into their KMS and is accessible. strategy formulated. Major resources include a strong IT team. introduce search facilities depending on user type and initiate multiple levels of access rights to the database. client information and lessons learned as tacitknowldege. . This team is responsible for ensuring continuous and consistent absorption of research.
If an engineer encounters a unique situation where a solution does not exist in the knowledge base. as well as electronic documentation. arrivals and departures and even for booking tickets. This knowledge base holds over 50. Its website displays information on trains playing different cities. HMIL was able to implement its 100 PPM programme for vendors. To make the interface accessible everywhere. The value derived by Ford India from its KMS is continuity of customer relations. Connecticut-based Xerox Corporation has implemented a KMS called Eureka that enables the organisation's 23. popular travel circuits. KM helped the IRCTC tap its knowledge base of highly frequented destinations. Hyundai Motor India Ltd (HMIL) is another organisation that has implemented a KmS>the dissemination of knowledge is done through formal through ITbased networking and a structured feedback system) as well as informal processes.000 engineers from around the globe to input product solutions into a knowledge base. Using the KMS helped Ford save substantial costs. An autonomous body under the Railway Ministry.Industry best practices.000 problem/solution entries. reservation status. The initiative is owned by the Chief Knowledge Management Organisation and supported by shared infrastructure. distances. which is in turn leading to increased orders and greater customer satisfaction. offers online train ticket bookings with a home delivery facility. ticket availability. electronic training and diagnostic tools required for the services engineers to do their jobs. hotels. all service engineers are provided with a laptop that is loaded with a Eureka interface. tariffs and so on. Through KM. It plans to little up with local tour operators. finally resulting in greater customer loyalty and product leadership. by quickly transferring project learning from its economy car models to premium car. the Indian Railway Catering and Tourism Corporation (IRCTC). the IRCTC is set to launch tourism packages that will offer one stop service for travelers. Ford India initiated knowledge management efforts as early as 1997 and implemented a KMS at the corporate level. resulting in higher quality standards. government resorts and ground transport providers to offer a start to end package. peak and lean seasons of various really routes to expand the scope and scale of rail travel. It also plans to state a national call-centre to provide a one-stop enquiry system for train timings. he will voluntarily input the solution into the system once the problem is resolved. . For the captive traveller who books tickets on the website. important stations along the routes.
with drooping eyes. Be true to your word. as to find a friend worth dying for. Life has no blessing like a prudent friend. It is chance that makes brothers but hearts that make friends. Akbar. A fallen enemy may rise again. No one come forward. Birbal painted the emperor’s portrait in six days. Never injure a friend. To suspect a friend is worse than to be deceived by him. but difficult to do it yourself. “Dot-ers” On being asked by Akbar. Each one put a dot on the portrait wherever he felt it was not good.” MORAL: It is way to find faults in what others do. but you can lose one in an hour. Managing Sales and Service The only way to have a friend is to be one. Managing Competition. It is not as difficult to die for a friend. murmured. The flower that follows the sun does so even on cloudy days. even in jest. Akbar asked his other eight Navratnas to comment. What is a friend? It is a person with whom you dare to be yourself. those are gold.Managing Friends. your work. A real friend never gets in your way unless you happen to be on the way down. Akbar asked Birbal thought and called for eight blank canvases for his colleagues and asked them to do the portrait. “Doters. these are silver. Make new friends. but the reconciled one is truly vanquished. You can hardly make a friend in a year. but keep the old. and your friend. A little strength talk between friends is sometimes the best way to stay friends. The most I can of for my friend is simply to be his friend. . Never develop a friendship with a man who is not better than yourself. No man is useless while he has a friend.
and abates misery. Why are we shocked when succes brings us more problems than it solves? We are surprised by the obvious. The firmest friendships have been formed in mutual adversity. Don’t walk behind me. he is greater who esteems his rivals most. It is the lack of oil which puts them out. Have you one enemy? It is too much. Develop friendships with people having twenty-twenty vision. get out of the business. Three days of uninterrupted company in a vehicle will make you better friends than one hour’s conversation every day for three years. and still likes you! Prosperity makes friends and adversity tries them. I may not lead. Friendship improves happiness. as iron is most strongly united by the fiercest flames. I may not follow. If you go through the wars. God send me a friends should be few and good. You’ll be surprised how many times you have to cross the some river Managing Competition If you can’t stand the competition. by doubling our joy. Don’t walk in front of me. it depends upon being ready. All men have their frailties and whoever looks for friends without imperfections will never find what he seeks. yo get the medals. A good neighbour doubles the value of a house. Walk beside me and just be may friend. Your friend is the man who knows all about you. Of two heroes. It is an intelligence above language. The language of friendship is not words but meanings. or powerful. No one puts out other people’s lamps. If you play safe in . and dividing our grief. but he does intend us all to be friends. Nothing happens unless we make it happen in the bazaar. Success doesn’t depend upon being at right plce at the right time. God evidently does no intend us all to be rich. Never say you know a friend till you have divided an inheritance with him.Have you fifty friends? It si not enough. A sorrow shared is a sorrow halved. Don’t burn bridges. or great. Trust not a new friend or an old enemy. What upsets me is not that your lied to me but that from now onwards I can no longer believe you. He is a good friend that speaks well of us behind our backs. Two persons cannot long be friends if they cannot forgive each other’s little failings.
business is like riding a bicycle. not a curse. till it’s over. Never run down the product of your competitoryour customer won’t believe you anyhow! never speak ill of your competitors. The system. aesthetics and beauty are found int he simplest things. In a buyers market the best is still inthe sellers market. and not the price. causes the great majority of quality problems. Managing Sales and Service Life is short but there is always time for courtesy.Only razor-sharp reflexes can help you respond to each new challenge and be on the top. Or else.. the more people buy from you. the price. if we sell our strengths against their weaknesses. Statistics are no substitute for judgement. Now. things are changing at a frantic pace. gain two.And be alert to every minute change. servicemen keep them.life. Only those who can give the best for the least will survive. Place quality before profits. It is our policy not to compete in price with any competitor. maybe you should go out of business. it’s worth doing well. Harmony.One way to beat the competition is to serve your customers better. Price doesn’t matter if you make the buyer wants the thing more than. It ain’t over.We have strengths and we have weakneses. The best of all ways to beat competition is. people will bet a path to you wherever you are-even int he forest. Don’t criticise him. Advertising makes promises. of course. Quality is really a way of managing an organisation. Love your competitor. If your mousetraps are better than those of others.Today. Ther is no law that says a company must exist forever.. Your business will be a rice bowl or a rust bowl depending on your atitude today. don’t worry about not having enough money. we will win. you’ve decided that you don’t to grow anymore. you are creating it Competition is not an enemy which has to be feared. We manufacture quality products and sell them. Anyone can sell a one rupee item for 99 paisa.And. and others will be for sale. When starting out. The competitor who won a customer from you might broadcast his victory toall who will listen.either you keep moving or you fall down. Keep on keeping on! There’s plenty of room at the top but there’s no room to sit down. the world is moving at supersonic speed. If you have too many problems. he is just what you would be under similar circumstances. And move up. it’ll drive him crazy. The more people trust you. to serve your customers better. If you are not busy meeting competition. Tomorrow is another day. Nothing encourages creative thinking in quite the same way. If a thing is worth doing. Today.Limited funds are a blessing. not the workers. But so have our competitors. spur yourself on. The . And sink into oblivion. Meet it halfway and accept the challenge. Keep yourself fighting ft! Absorb every new idea. Lose one. your competitiors will leave you light years behind.
continue the climb. Many a sale has been won or lost in the first three minutes. the customer’s signature onthe bottom line. Stop worrying and start selling. Cut not the tree that gives you shade. Fool me once. Selling is a noble profession because it satisfies the needs of the buyer. And finally. say more. Out of the small orders of today grow the big orders of tomorrow. A man without a smiling face should not open a shop. but he is also firm. have a firm handshake. Being cheap is false economy. The “Tiger Salesman” is made of sterner stuff. Selling may be applied common sense. like the war was lost because f a nail. but you will need a good deal of training and experience making practical use of it. shame on you. try lowering your prices by selling more! A difficult sale begins with the first call! Temper urgency with patience. . he views every slaes objection as an opportunity to tell more about his product. Talk less. What people say they will buy. Service is to sales like ink is to pen. If an order is hard toget. Many a “lost” sale has been saved by a final try.000 words. it may be only one step to the summit. Any fact is better established by two or three good testimonials than by a thousand arguments. Visit your counterparts regularly. Never forget. A dissatisfied customer is like a spark that can spread like wildfire. The dead are always content..he is persistent and does not give up. If your costs are going up. send you another part free of charge. In fact. The best way to increase the sale of a product is to improve the service. would tht be satisfactory. A sales oriented acounts staff? Why not? Quality of service before profit.he does not hesitate to ask for it.And when it comes to asking for the order. shame on me. tht we are salesmen-not just demonstratiors. fool me twice. A visit is equal to 10. Just like a doctor cures a patient Become a Tiger Salesman! The “Pussy Cat salesman” does a fine job of prospecting and establshing the initial contact. that is. they don’t courage at the critical moment is half the sale. he loses sight of his main objective.000 words. If the ink leaks in the best pen. Whatever the struggle. gentlemen.he is nice to the prospect.”Suppose we refund your money. all the more glory goes with getting it. that is bagging the order. A picture is equal to 1. tigers make more friends and close more sales too. close the store and have the manager shot. Selling a product is not an easy thing. he cbecomes a docile pet.He also makes a good presentation. In thelong run. In his eagerness to be goody-goody.dog that trots about finds a bone They talk most who have least to day. sir? It is not the orders you hope to get but the orders you get that count. but is not too sharp at replying to the sales objections. the pen is useless. A dissatisfied customer should not be taken as an unwantd nuisance. Please don’t lose a customer for want of a part. but the real test lies in selling yourself..
it has a crippling effect on the whole body. Even for our body to function well physically. not rich. American billionaire oil tycoon J. Always think in terms of what the other person wants. Good salemen ae problem solvers. Evaluate a lost sale. nothing gained. Right is might. cost-conscious and profit-oriented. say so. it is the various components of the mechanism that work together to make it run. No salesman ever says that he lost a customer because of his faults! Nothing ventured. There is aremote possibility that he will refuse . it is very important that its parts work in perfect coordination. If any o the parts is damaged or becomes inactive. and then speak. Paul Getty calls them “ men with the millionaire mentality: people who are forward-thinking. it lies inthe ability to get the customer’s point of view and see things fromhis angle as well as from your own. It there is any one secret of selling. they will build teams around themselves. Team building works.” And.It sue will become a pyramid reaching for the moon! Negative salesmen are bad company. Adversitymakes a salesman wise. Working together works There’s no limit to what a man can do. First think. Be honest. Do it now! Nothing willbe sold if all possible objections must first be overcome. Pick and choose the battles you fight. Once you open your mouth and start talking. Use field demonstration-as a closing tool. they seek admiration. Instead of sales. The only way to get in the game is to come out of the locker room. Listening to a customer’s complaint is 90% of the job. why not do it with a smile? Try asking for a vour from a colleague with your face all lit up. And once youare working together. you cannot reap at harvest time.If you dont know. taling necessary action is another 7%. If you have not sowed seed at the proper time. If you know but won’t tell say so. They lern from it and get prepared to avoid another one. Silence is one great art of conversation. Work systematically and ask for the order. but inaction. This is the simplest way to explain the concept of Working Together Works. Agree. Some salesmen forget they are salesmen and try to be PR men.but no one wins who does not fight. Writtingmemos to the boss about sales is not the same as selling. Good businessmen consider every lost order a disaster. for the law is costly.A smile is like a drop of ooil that makes the complex . Rigidity and salemanship do not go together. as long as he doesn’t mind who takes the credit. More sales are lost through inabilityto express one’s thoughts and ideas than any other single cause. don’t make every problem a war. 3% is following up with him to ensure satisfaction.The same is true for work sitations where everybody must work together. A sales call whichis put off till tomorrow is usually never made. otherwise we are just wasting our time and working for the competition. your customer strts dissecting you! A saleman’s trouble is not ignorance.Close the sale. Build a core group around yourself.” In a machine.
bruises and frustration.. Talent is only an enabler. Night has fallen. our business goes galloping forward. Speech is great. When one door shuts. One person says.” Whereas another says. If. but he ofen seeks it in the customers.human mechanism work without friction. mistaking it for the animal itself. customers are normally underservicced. on the other hand. Too many of us sell ourselves short. The more extensive a salesman’s knowledge of what has been done. Overservicing of customers means redued profits. but silence is greater. you need not feel guilty of making profit. If a hunter opens fire at the shadow of an animal. Do not replae a part if repairing it can make it almost as good as new. your means to growth. Morning is coming! Opportunities may be missed. It takes three years to get good results from giving god srvice to customers. It takes Rs. . Never fallign is not an achievement. it takes 10 seconds to lose one. mistakes. Better quality is equal to fewer service problems. Tell this to your customers. 10. we strive for quality and service.And more profits come rolling in. Complaining about others is often an admission of one’s own incompetence. It is the material yardstick of success in business. the greater will be his selling success. Have a sense of urgency when a customer comes infor after sales service. Competence is the engine that gets things done. and it is developed only through sweat. Profit is not a diry word Profit is the driving force that spurs us on. making money by unfair means).000 to get a customer. Don’t give up sooner. Listen for more service when a customer walks in. The cause of failure lies within the salesman himself. Real achievement is rising again after a fall. Spred a smile around and your workplace becomes a better place. Teamwork. Managing a business is the art of knowing the difference between underservicing and overservicing. Train your salesmen to talk to the customer in the customer’s language. As long as you are not profiteering (that is. the incentive for you to give better products and service to the customer. But putting profit before better quality and services is like putting the carriage before the horse-busines does not move. That’s SUCCESS! In a business..It is your legitimate right. It takes 10 years for the problem to go away. Result: very slow growth.Better For All The great law which lies at the foundation of all life is that our rewards in life will be in exact proportion to cur service. but others will surely come your way.Do not repair a part if it won’t last. another opens. The postage stamp secures succeeds because of its ability to stick to one thing till it gets there. he will finally have nothing left for himself except empty cartridges. In the deepest water is the best fishing. Good after-sales service will increase your market share.
It’s there for your convenience. Customers have an uncanny memory for keeping track of who calls on them during good and less than good times. Find answers for customers. Look people in the eye. A good manager always keeps the sand bucket ready. Don’t get a reputation for being a fair-weather salesman. you should feel flattered that I allowed you to come in here.” replied the young salesman. We were collecting tons of sttstics. A business is like a game of tennis: the one who serves well. And if I don’t go. Young man. Be a consulting supplier . That’s all you need to know-all there is to know-about business.And he keeps on looking for the smoke from unlikely places. i turned down five salesmen today.. And he greatest secret of all failure is impatience. Tips for Management Managing Friends. who chided him. As many times as I can because the more I go. not before. If I don’t I don’t get. Customers need service twelve months a year. The sale really begins after the sale. I know. I don’t get.but theydid not produce or sell cars. The unique thing about a winning attitude is that it perpetuates itself. Asked how many times a day he went back and forth. Thus he is able to avoid devstating fires. If you stilll have not lost everyting. repetitive self-talk changes our self image. I was all five of them The greatest secret of all success is patience. That way the wall remains standing. it doesn’t work for too long.Many businesses have succeeded without service facilities. the more I get. Positive. A company and its dealers are partners Unless each one bothers about the other half of the partnership. prosperity and self-respect. but the head gets broken inthe attempt. none without proper servicemen. wil resort to every possible way to underservice your customers. And the suggestion we offer to ourselves will be expressed inour actions. not the caller’s. not an ordinary salesman. Winners have driving force that keeps them winners. the old man said. unless you watch out. . If your job is outside sales. your staff. Don’t allow the phone to interrupt important moments.. Being organised is being motivated. seldom loses. Service is our success. A wall cannot be broken with just one push. The cost of after sales service is so much that quality assurance at every stage of manufacturing proves to be cheaper inthe long run. economics. There lived an old man with a rowboat who ferried passengers across a milewide river for ten paise. It is better to lern from the experience of others. A good businessman sees his business through a marketing eye as well as through the general ledger. stay outside. Salesman’s Persistence A young salesman was finally admitted to the office of the president.
with drooping eyes. but the reconciled one is truly vanquished. but you can lose one in an hour. but he does intend us all to be friends. Birbal painted the emperor’s portrait in six days. I may not lead. Have you one enemy? It is too much. No man is useless while he has a friend. Make new friends. even in jest. A fallen enemy may rise again. A little strength talk between friends is sometimes the best way to stay friends. The most I can of for my friend is simply to be his friend. It is an intelligence above language. and abates misery. No one come forward. Be true to your word. The flower that follows the sun does so even on cloudy days. Never develop a friendship with a man who is not better than yourself. by doubling our joy. A sorrow shared is a sorrow halved. The language of friendship is not words but meanings.The only way to have a friend is to be one. Never injure a friend. Life has no blessing like a prudent friend. To suspect a friend is worse than to be deceived by him. Friendship improves happiness. Three days of uninterrupted company in a vehicle will make you better . but keep the old. It is chance that makes brothers but hearts that make friends. What is a friend? It is a person with whom you dare to be yourself. “Dotters” On being asked by Akbar. God evidently does no intend us all to be rich. Don’t walk in front of me. your work. “Doters. It is not as difficult to die for a friend. or great. murmured.” MORAL: It is way to find faults in what others do. and your friend. those are gold. Akbar asked Birbal thought and called for eight blank canvases for his colleagues and asked them to do the portrait. Akbar asked his other eight Navratan as to comment. Don’t walk behind me. as to find a friend worth dying for. but difficult to do it yourself. The firmest friendships have been formed in mutual adversity. as iron is most strongly united by the fiercest flames. Two persons cannot long be friends if they cannot forgive each other’s little failings. I may not follow. these are silver. All men have their frailties and whoever looks for friends without imperfections will never find what he seeks. Have you fifty friends? It si not enough. Each one put a dot on the portrait wherever he felt it was not good. You can hardly make a friend in a year. A real friend never gets in your way unless you happen to be on the way down. and dividing our grief. Walk beside me and just be may friend. Akbar. or powerful.
Keep yourself fighting ft! Absorb every new idea. Now. The price. And sink into oblivion. The best of all ways to beat competition is. Limited funds are a blessing. You’ll be surprised how many times you have to cross the some river Managing Competition If you can’t stand the competition. A good neighbour doubles the value of a house. Only razor-sharp reflexes can help you respond to each new challenge and be on the top. No one puts out other people’s lamps. your competitors will leave you light years behind. you’ve decided that you don’t to grow anymore. of course. Today. it depends upon being ready. Keep on keeping on! There’s plenty of room at the top but there’s no room to sit down. Success doesn’t depend upon being at right place at the right time.either you keep moving or you fall down. Love your competitor. he is greater who esteems his rivals most. And be alert to every minute change. maybe you should go out of business. Nothing happens unless we make it happen in the bazaar. What upsets me is not that your lied to me but that from now onwards I can no longer believe you. If you play safe in life. people will bet a path to you wherever you are-even in the forest. When starting out. Nothing encourages creative thinking in quite the same way.. God send me a friends should be few and good. Price doesn’t matter if you make the buyer wants the thing more than. It is the lack of oil which puts them out. business is like riding a bicycle. to serve your customers better. not a curse. he is just what you would be under similar circumstances. If your mousetraps are better than those of others. and not the price. And move up. Things are changing at a frantic pace. He is a good friend that speaks well of us behind our backs. Don’t criticise him. Why are we shocked when success brings us more problems than it solves? We are surprised by the obvious. Don’t burn bridges. If you have too many problems.. Never say you know a friend till you have divided an inheritance with him. the world is moving at supersonic speed. If you go through the wars.friends than one hour’s conversation every day for three years. The is no law that says a company must exist forever. Develop friendships with people having twenty-twenty vision. It is our policy not to compete in price with any competitor. Today. Your friend is the man who knows all about you. you get the medals. Trust not a new friend or an old enemy. We manufacture quality products and sell them. get out of the business. Of two heroes. . Or else. and still likes you! Prosperity makes friends and adversity tries them. spur yourself on. don’t worry about not having enough money. it’ll drive him crazy.
The competitor who won a customer from you might broadcast his victory to all who will listen. the pen is useless.000 words. If an order is hard . close the store and have the manager shot. Fool me once. Would that be satisfactory. Statistics are no substitute for judgement. and others will be for sale. they don’t courage at the critical moment is half the sale. But so have our competitors. Cut not the tree that gives you shade.000 words. fool me twice. say more. A dissatisfied customer should not be taken as an unwantd nuisance. Service is to sales like ink is to pen. the more people buy from you.. The more people trust you. Have a firm handshake. Many a sale has been won or lost in the first three minutes. Talk less. Place quality before profits. shame on me. The system. it may be only one step to the summit. till it’s over. Managing Sales and Service Life is short but there is always time for courtesy. Never run down the product of your competitoryour customer won’t believe you anyhow! Never speak ill of your competitors. shame on you. Stop worrying and start selling. but the real test lies in selling yourself.” Suppose we refund your money. Only those who can give the best for the least will survive. aesthetics and beauty are found in the simplest things. Advertising makes promises. A dissatisfied customer is like a spark that can spread like wildfire. not the workers. Being cheap is false economy. Whatever the struggle. Harmony. continue the climb. Many a “lost” sale has been saved by a final try. One way to beat the competition is to serve your customers better. you are creating it Competition is not an enemy which has to be feared. We have strengths and we have weaknesses.If you are not busy meeting competition. servicemen keep them. The best way to increase the sale of a product is to improve the service. send you another part free of charge. try lowering your prices by selling more! A difficult sale begins with the first call! Temper urgency with patience. Anyone can sell a one rupee item for 99 paisa. Selling a product is not an easy thing. Out of the small orders of today grow the big orders of tomorrow. causes the great majority of quality problems. gain two. sir? It is not the orders you hope to get but the orders you get that count. A picture is equal to 1. if we sell our strengths against their weaknesses. Meet it halfway and accept the challenge. Quality is really a way of managing an organisation. If the ink leaks in the best pen. What people say they will buy. Lose one. we will win. it’s worth doing well. If your costs are going up. Your business will be a rice bowl or a rust bowl depending on your attitude today. It ain’t over. A sales oriented accounts staff? Why not? Quality of service before profit.. The dog that trots about finds a bone They talk most who have least to day. Tomorrow is another day. Visit your counterparts regularly. In a buyers market the best is still in the sellers market. If a thing is worth doing. A visit is equal to 10. And. A man without a smiling face should not open a shop.
Always think in terms of what the other person wants. he loses sight of his main objective. Please don’t lose a customer for want of a part. Close the sale. he does not hesitate to ask for it. He also makes a good presentation. In fact. not rich. tigers make more friends and close more sales too. you cannot reap at harvest time. They learn from it and get prepared to avoid another one. If you have not sowed seed at the proper time. More sales are lost through inability to express one’s thoughts and ideas than any other single cause. First think. Evaluate a lost sale. Writing memos to the boss about sales is not the same as selling. Work systematically and ask for the order. . Be honest. 3% is following up with him to ensure satisfaction. all the more glory goes with getting it. Just like a doctor cures a patient Become a Tiger Salesman! The “Pussy Cat salesman” does a fine job of prospecting and establishing the initial contact. he views every sales objection as an opportunity to tell more about his product. talking necessary action is another 7%. but he is also firm. he becomes a docile pet. gentlemen. Listening to a customer’s complaint is 90% of the job. that is. The only way to get in the game is to come out of the locker room. say so. it lies in the ability to get the customer’s point of view and see things from his angle as well as from your own. If you don’t know. And when it comes to asking for the order. Good businessmen consider every lost order a disaster. but is not too sharp at replying to the sales objections. otherwise we are just wasting our time and working for the competition. Agree. It there is any one secret of selling. The dead are always content. And finally. Selling is a noble profession because it satisfies the needs of the buyer. like the war was lost because of a nail. He is nice to the prospect. A sales call which is put off till tomorrow is usually never made. but you will need a good deal of training and experience making practical use of it. for the law is costly. Adversity makes a salesman wise. Selling may be applied common sense. In his eagerness to be goody-goody. Any fact is better established by two or three good testimonials than by a thousand arguments. If you know but won’t tell say so. that we are salesmen-not just demonstrators. and then speak. that is bagging the order. Do it now! Nothing will be sold if all possible objections must first be overcome. Good salesmen are problem solvers.to get. In the long run. the customer’s signature on the bottom line. He is persistent and does not give up. The “Tiger Salesman” is made of strainer stuff. Never forget.
Morning is coming! Opportunities may be missed. Once you open your mouth and start talking. your customer starts dissecting you! A salesman’s trouble is not ignorance. Complaining about others is often an admission of one’s own incompetence. One person says.. but inaction. Build a core group around yourself. but he often seeks it in the customers. Rigidity and salemanship do not go together. The same is true for work stations where everybody must work together. If a hunter opens fire at the shadow of an animal. It takes 10 years for the problem to go away. In the deepest water is the best fishing. American billionaire oil tycoon JD. Instead of sales. It takes 10 seconds to lose one. Use field demonstration-as a closing tool. as long as he doesn’t mind who takes the credit.Better For All The great law which lies at the foundation of all life is that our rewards in life will be in exact proportion to cur service.A smile is like a drop of oil that makes the complex human mechanism work without friction. Right is might. The cause of failure lies with in the salesman himself. Some salesmen forget they are salesmen and try to be PR men. 10.” Whereas another says. Teamwork. Paul Getty calls them “ men with the millionaire mentality: people who are forward-thinking. Real achievement is rising again after a fall. There is are mote possibility that he will refuse . Even for our body to function well physically. Silence is one great art of conversation. The postage stamp secures succeeds because of its ability to stick to one thing till it gets there. the greater will be his selling success. Team building works. It takes Rs. Pick and choose the battles you fight. but no one wins who does not fight. but silence is greater. don’t make every problem a war. . Train your salesmen to talk to the customer in the customer’s language. Speech is great. Too many of us sell ourselves short. This is the simplest way to explain the concept of Working Together Works. Never falling is not an achievement.” And. If any of the parts is damaged or becomes inactive.” In a machine. It sue will become a pyramid reaching for the moon! Negative salesmen are bad company. nothing gained. cost-conscious and profit-oriented. they will build teams around themselves.. No salesman ever says that he lost a customer because of his faults! Nothing ventured. Spread a smile around and your workplace becomes a better place. it has a crippling effect on the whole body. And once you are working together.000 to get a customer. but others will surely come your way. Night has fallen. it is very important that its parts work in perfect coordination. they seek admiration.Working together works There’s no limit to what a man can do. why not do it with a smile? Try asking for a favour from a colleague with your face all lit up. The more extensive a salesman’s knowledge of what has been done. it is the various components of the mechanism that work together to make it run.
customers are normally under serviced. on the other hand. When one door shuts. and it is developed only through sweat. Managing a business is the art of knowing the difference between underservicing and overservicing. Better quality is equal to fewer service problems. It is better to lern from the experience of others. none without proper servicemen. Many businesses have succeeded without service facilities. bruises and frustration. If. It takes three years to get good results from giving god service to customers. Don’t give up sooner. Overservicing of customers means reduced profits. And more profits come rolling in. Good after-sales service will increase your market share. Tell this to your customers. Have a sense of urgency when a customer comes in for after sales service. another opens. That’s SUCCESS! In a business. Profit is not a diary word Profit is the driving force that spurs us on. he will finally have nothing left for himself except empty cartridges. our business goes galloping forward. Listen for more service when a customer walks in. It is your legitimate right. But putting profit before better quality and services is like putting the carriage before the horse-business does not move. making money by unfair means).mistaking it for the animal itself. As long as you are not profiteering (that is. Do not replace a part if repairing it can make it almost as good as new. your means to growth. we strive for quality and service. Competence is the engine that gets things done. Do not repair a part if it won’t last. . the incentive for you to give better products and service to the customer. mistakes. It is the material yardstick of success in business. Talent is only an enabler. you need not feel guilty of making profit. Result: very slow growth.
. it will also hasten the death of bad products. Marketing is simply sales with customer orientation. Concentrations the key to economic results. This world is a world of competition. it must do a certain amount of scratching for what it gets. Changing conditions may cause a monumental idea to become a tombstone.Our motto seems to be: “Let’s do a little bit of everything. When the winds of change are blowing. Those who apply themselves too closely to little things often become incapable of great things.. employees and customers. Business is never so healthy as when. Your image can never be stolen. colleagues and books. many of us think we know the trade. and keep it simple. we often buy images. After learning the tricks of the trade. No one is so powerful that he can harm others without harming himself. like a chicken. A good deed is one that brings a smile of joy to the face of your customer.. We do not always buy products. The pessimist complains about the wind. What is the use of running when we are on the wrong road? Marketing is really a form of communication. Marketing is when it is sold again and again and again. Make . People don’t buy things! They buy the benefits that things provide. Often that is all you need to get the basic message across. A good reputation is more valuable than money. Success does to make a company great. good it may be sells by itself That is where marketing comes in. No product. Selling is once. explain the benefits. If you do not get ahead of others. however.. you need to know which way and how fast. Homilies: collect 1001 and your communication skills will improve. Expect the unexpected. Learn to listen. no other principle of effectiveness is violated as frequently today as the basic principle of concentration. Don’t forget the power of postcards. See it big. Look straight into the eyes of people. A thoroughbred horse is not dishonoured by its saddle. what really matters is its contribution toward making life better for everybody. Keep in touch with friends. It is often easier to get back the profits than the market share. one good deed per day for your customer! When you are thinking and doing you’ll have no time to worry. Don’t explain the features.” Think and do.. Beware of small expenses.New Management Tips Managing Marketing Marketing will not only sell products. Ninety per cent of punctures (flats) happen in the last 10 per cent of tyre life. the realist adjusts the sails. Everything else can.. the optimist expects it to change. they will get ahead of you. a small leak can sink a big ship. Learn to compromise.
Frightened people are powerless to produce good advertising. the trouble is you don’t know which half. . No question is so difficult as that to which the answer is obvious. make sure you have said it. and ideas are some of the essential ingredients. a certain way. but he who climbs a tree and shouts will. go to sleep. If you have anxieties. Of all those arts in which the wise excel. The secret of success in conversations to be able to disagree without being disagreeable.it a habit it will give you more confidence. untruthful advertising and being bored. Half the money you spend on advertising is wasted. Organization learn and adapt very slowly. Most speeches self-destruct within a day. Adhocism is the worst enemy of advertising. There are no prizes for the seller who comes second. innovativeness. The one who had the most information was the one likely to get the most information in return. Selling is an art: enthusiasm. Gift wrap what you have to say or write. Never be afraid to have a point of view. Not because the customers were desperate to buy. In selling. The chances of your having said it are only fair. no matter how depressed the market. Make sure that yours is so good that it lasts for years. People look for leadership in any get together. very day. as in chess. There is new business out there. but because I was desperate to sell. All we have got to do is to find it first. It is better to make profit on dirt than loss on muck. It is worth sixty IQ points. you’re running about average. your title is not relevant when you speak from a well furnished mind. A satisfied customer is the best advertisement for the product. Nature’s chief masterpieces is writing well. Customers do not forgive bad quality. Speak your mind once you have cultivated it well More often. for thought wins. Doing business without advertising is like winking at a girl in the dark. The essence of leadership is a point of view. He who has a product to sell and whispers in a well is not going to get the rupees. The time to repair the roof is when the sun is shining. Any fool can write a bad advertisement. Don’t expect your agency to pay for all the dry holes they drill on your behalf. If at first you don’t succeed. The best way to sell more is to work more and loaf less. No seed turns into a tree by leaps and bounds. Even Napoleon lost one-third of all the important battles he fought. When you say something. Bad advertising can unsell a product. The best mental effort in the game of business is concentrated on the major problem of securing the consumer’s rupee before the other person gets it. It would be a swell world if everybody was as pleasant as the fellow who’s trying to sell you. but it takes a genius to keep his hands off a good one. I will persist until I succeed. but nobody else does. You know what you’re doing. I sold three times. Selling well is doing certain things.
wear them Action kills the anxiety caused by procrastination. and abandon your losers. If you are late in reaching the station. Without competition. Top management should spend 40 to 50 per cent of its time educating and motivating its people.” The wise man says: But the future is still safe. The fol says: I have ruined my past and my present. A big order can be lost by reaching late for an appointment! A 100-tractor dealership can be a losing proposition while a 10-tractor dealership may be a big success. Learn to laugh at yourself. Most people don’t succeed in life because they don’t know what they want to achieve in the first place. when business is bad you’ve got to advertise. You must have goals. Bank your winners. Follow the river and you’ll go to the sea. New systems generate new problems. Insults and pills must not be chewed. Anybody can cut prices. Don’t save your good clothes. Better cash management means better profits. Most of the ohs and has are momentary. If your actions (or inaction) have caused you to be left behind. goes sorrowing. your brains. Modernaton is advisable. When business is good it pays to advertise. there is less incentive to innovate. While another person is talking. A blind man will not thank you for a looking glass. Pretty cars sell. Managing Your Health & Happiness Laughter is the best medicine. It’s simple. God does not make faulty products. Dress not to your liking. a polite silence is golden. Knowledge is power. Ugly cars do not sell.Never give up a campaign just because you have grown tired of it. you have to convince yourself. but to what you know or think is the liking of the person you are meeting. Start a positive thoughts factory. mere words will not push you ahead. The computer is only yours faithfully and obediently. To convince others. for it displays respect for the other’s intelligence and point of view. but the goals should be achievable. He who is slow to anger is better than the mighty. When you try to spread . Take profit into account as late as you can. Good Ideas in and Good Ideas Out GICO Look and think before you leap.” Concentrate your time. and tickle the funny-bone in others. He that goes a borrowing. Take ups and downs with equanimity. you have spent eighty paise out of your rupee. Greed is the heart’s biggest enemy. but it takes brains to make a better product. Good communication can result in the elimination of undesirable activities. take expenses into account as early as you can when you have written your headline. and your advertising money on your successes. customers don’t see your advertisements as often as you do. Change what you can and accept what you cannot change. you can’t complain to the railways that the train left without you. Proper preparation prevents poor performance.
Health is happiness.. greeds never. happiness is something that depends not on position but on disposition. A wise mains one who asks for more. To love oneself is the beginning of a lifelong romance. Eating right will make you very old! Don’t carry your mistakes (and others too) in your heart for too long. Praise is the best diet for us. not life threatening. Always have something beautiful in sight. He who lives with little possesses everything. even if it’s just a daisy in a jelly glass. You end up making mistakes. relax and enjoy it. If you have to criticise. The trick is to function with a level of stress that is life enhancing. be good for something. Think big thoughs. no one can break it. Financial success is never having to balance your cheque book. Anger is an expensive luxury in which only men of a certain income can indulge. A good day’s work begins with a good night’s rest. The faster you run. Anticipation breeds frustration. Don’t expect gratitude from anyone. The growth of wisdom can be accurately gauged by the drop in ill temper. happy is he who is happy with his children. A smile is far better than the most expensive Banarsi Saree. The smallest good deed is better than the grandest good intention.. If you are ten minute early. but if I sign this contract. after all.. If you look for the positive things in life. the less feedback you are able to get and you distance yourself from the fealties of business. but is willing to take less. you only live once but if you live right. once is enough. and like counterfeit money. Have a golden tonne and a golden pen.happiness. Fortunately. Think. The most manifest sign of wisdom is continued cheerfulness. Many fears are born of fatigue and loneliness. . Crystals. Accept sorrows and failures to enjoy happiness. do it lovingly. because they take themselves lightly. it is said. some of it sticks to you too! If I give my word. carpets and chandeliers make a nice house but only the smiles on the faces of the residents make it a home! Doing business should be a pleasure.. Needs can be met. If sickness is unavoidable. laziness and overspending. you’ll find them. Business men who do not know how to fight worry die young. Flattery is counterfeit. Angles fly. Ninety one per cent of financial worries are a result of 3 per cent each of carelessness. Plan to reach your work place or an appointment early by fifteen minutes. Never go to sleep with an argument unsettled. thank and smile. Work is the best remedy for all ills. Do whatever you can for the pleasure of doing and giving to others. you are already late by five minutes. Have a nice day. Laught it off. Agreements get better results than arguments. my lawyers can break it. a pressure cooker is no good if it has no safety valve! Be not merely good. it will eventually get you into trouble if you try to pas it. but relish small pleasures.
and thank God for all our boons and bounties. I wasn’t interested in making a lot of money. Think and thank. To kill stress. Achievement of goals. Contentment is a pearl of great price whoever procures it at the expense of ten thousand desires makes a wise and happy purchase. drip. drip of water. Yes. Looking for happiness is like clutching a shadow or chasing the wind. Build your memory bank now before it is too late to make deposits. a hell of heaven. The mind units own place and in itself can make a heaven of hell. . Happiness is a achievement. If we want to find happiness. but I was interested in making a good living. It is difficult to worry while you are busy doing something the at requires planning and thinking. drip of worry often drives men to insanity and suicide. get up and work or read until you do feel sleepy. But I am rich. you need enthusiasm and creativity. doing it yourself. You can choose to get drunk tonight but when you do. The greatest mistake physicians make is that they attempt to cure the body without attempting to cure the mind. If you can’t sleep. and it is a fact that reduces your stress. Worrying about insomnia usually causes far more damage than sleeplessness. while two kings cannot be contained in one kingdom.When we have accepted the worst. and the constant drip. Don’t permit little thins to ruin your happiness. let’s story to make a lemonade. Happiness is a perfume which you cannot pour on others unless you have some on you. Be small of heart and fail. Result: true peace of mind. Think of all we have to be grateful for. you improve your self image. You cannot prevent the birds of sadness from flying over your head. lets stop thinking about gratitude or ingratitude and give for the inner joy of giving. When you feel good about yourself. yet the mind and body are one and should not be treated separately. you have also chosen to feel miserable tomorrow. you are wealthy. Remember that no one was ever killed by lack of sleep. Do the very best you can: and then put up your old umbrella and keep the rain of criticism from running down the back of your neck. now or in the future. Happiness is doing. we have nothing more to lose. Do not grieve over hardship Hardship makes the man. Change yourself and your life will change on its own. That is by controlling your thoughts. and thinking good thoughts. Try prayer. Don’t fuss about trifles. Ten poor men can sleep comfortably under one blanket. but you can prevent them from nesting in your hair. Everybody in the world is seeking happiness-and there is one sure way to find it. Be large of heart and succeed. When fate hands us a lemon. Goals of helping someone. Worry is like the constant drip.
Think and act cheerfully and you will feel cheerful. and divide your problems with equal number of solutions! Don’t worry. Good deeds cut of tongues. The secret of happiness is curiosity. A milligram of prevention saves tonnes of cure. give away what you cannot use in your lifetime. multiply your happiness. A regular life is very essential for happiness. Conceive HAPPINESS. mentally alert and spiritually strong. Some of our problems are self inflicted. Keep physically fit. Good attitudes do not result from good positions or wealth. Men leave home because their wives nag. Bring your hearts together. Getters generally don’t get happiness. The only goal which is common to all mankind is to attain happiness. givers do. An honest day’s work is he best medicine for all ills. Some people worry because they do not have anything to worry about! If we think happy thoughts. subtract your worries.. Happiness is not having what you want but wanting what you have. they are appreciated and remembered. it can achieve. Nature gave you your face. The only happy man is he who thinks he is. One should be honest and also appear to be honest. Worry often gives a small thing a big shadow. Use your “third eye” to see what makes you happy. but you have to provide the expression. Acting with restraint brings success. Make the business fun for you and others. Don’t ever look for shortcuts or compromise with your conscience. What the mind of a man can conceive. we will be fearful. May every day of the coming year add to your prosperity.Even Alexander the Great was carried to the burial ground with two empty plams. The ones from the heart are warmer. A wise man is one who can live in peace with things he cannot change. Are you getting smileage from your business? Healthy people think of themselves. Sick people neglect themselves. Walk straight in your life. Thanks can come from the head or the heart. People who cannot find time for recreation are obliged sooner or later to find time for illness. Allowing emotion to govern one’s actions brings failure. Think. Failure is only the opportunity to begin again more intelligently. Give to the world the best you have and the best will come back to you. Showing outside his shound. Worrying is a function of the idle mind. for riches will not last. Practise abstinence. If you are patient in one moment of anger. The happiness of your life depends on the wholesomeness of your thoughts. you will escape a hundred days of sorrow. we will be miserable. The fact is that people get good positions because of their positive attitudes. Happiness results from discipline. One small deed accomplishes more than a thousand words. Staying calm is the best way to take the wind out of an angry person’s sails. We can give others happiness only if we ourselves are sufficiently happy. and believe. we will be happy. If we think miserable thoughts. Pray about every difficult problems. Think objectively and keep a sense of humour. be happy. Success depends upon outlook. Take time off to make yourself happy. .. but keep your tents separate. If we think fear thoughs. Happy memories require preparation.
Some people know how to live everyone’s life but their own. Try to complete the least urgent in the time you have allowed yourself because left over tasks steal part of tomorrow’s time. A sharp dagger only wounds the flesh. . most of which never happened. from one competency model to another from one process to another.” That sounds about as easy as picking up some burgers and fries. IF it were only so simple!. but a sharp tongue can wound the spirit. especially when faced with uncertainly Taking accountability-taking personal accountability for outputs.There is no disgrace in honest failure. Many organizations have stumbled from one initiative to another. there seems to be a growing lust for ‘KISS’ (Keep It Simple. there is little. • • • • • Earning respect creating a record of successes prior to or early on in the leadership role Creative visioning creating a word picture of the future Instilling belief-persuading and influencing other to commit to a course of action Courage-willingly taking decisions and risks. Happiness lies. A typical drive through solution: “Define the core competencies for your leaders. first of all. THINK and use your imagination. Three and 3 can make 33 and zero as well as 6! Therefore. Unfortunately despite valiant efforts. if any. Stupid) answers. actions and consequences. Man is the only creature endowed with the power of laughter. there is disgrace in fearing to fail. give them meltwater feedback reports. My life has been full of terrible misfortunes. Many a wife has made her own marital grave with a series of little digs. Studies of Core leadership Competencies Showed There are always common characteristics shared by any group of people including those who excel at leadership. and make e-leaning tools available. A good secret of how best to use each day’s time is to try to pack it like a suitcase. in health. A means father has thieves for children. The costs of the struggle have been higher than anticipated. demonstrable instead of digging deeper. Then leaders will emerge. Typical leadership models derived from comprehensive analyses emphasize. top talent. produce online development suggestions. filling up the small spaces with small things. and desperately trying to find a way to cultivate their most important asset. What Really Makes An Effective Leader? There is no such thing as a strong organization without effective leadership yet there is an ongoing struggle for a solution to the problem of creating excellent leadership. A good laugh is like sunshine in a house.
say. all adding up to the greater whole. But. Cause or Effect? The truth is the while the display of these competencies may correlate with excellent leadership. set their won objectives. any road will get you there. sales or investment banking. throughout. Energy must be focused and efforts aligned.• • • • Displaying passion for excellence-refusing to accept second best from self or others. These applications allow individuals to view high level goals. timed-bound expecting as based on a clear insight into the future. The miliary also knows that failure to plan is planning to fail. determine the competencies required to succeed. Persistence -maintaining or increasing performance in the face of adversity. we still have very little in the way of concrete measures of individual output performance against which to validate to models. the assumption of a direct cause (the competencies) and effect (excellent leadership) is suspect. or financial measures for. The military has known for centuries that a clear and shared objective correlates with success oftentimes more so than the singular skills of the leader or of the troops. departmental and individual objectives and plans. Resilience-remaining emotionally stable through good and bad times. And goals may have been arbitrarily set in the first place. leaders included. receive feedback on current skills. produce personal development plans and. And the assumption is that if people know precisely what is expected of them. Shared clarity about haw the leader should operate may be the more important factor. why have we not seen universal and dramatic improvements in leadership performance? Symptom. We have come a long way since the days of management by objectives (MBO). achievable (and believable. Business now recognizes these truths as well. they will perform excellently. If you don’t know where you are going. The intention is to provide employees with specific. From these we then derive divisional. So. Organizations now invest heavily in developing Visions and Missions as overarching statements of what is expected. it is difficult to assess the impact of extraneous factors on the bottom line. Latest Web-based performance management applications are based on the assumption. having a competency model appears to be more of a differentiating factor than having the right competency model. measurable. even here. to actively engage their managers and coaches. developing and regarding to these skills and personal qualities. But still we do not seem to have found the . Analytical Thinking-rapidly assimilating and making sense of camp of complex information. Of course we can quantify such things as retail results. In most organizations. In fact. Over the last two decades organizations have been developing and putting in place similar competency models-and then recruiting.!). align them within matrix structures.
(The subtle differences seem mor important that the common ground working somewhat like the catalyst in a chemical reaction. “If your organization benchmarks the best companies then congratulations. Most of them can’t make a decision without a focus group or . Igniting the Spark of Excellence Nurturing the dormant seeds of greatest is not easy. The reality seems to be that the exceptional leader: • • Likes to succeed and has a track record of achieving results prior even to becoming a leader. is slim. (The excellence on the followers. said about benchmaking organizations. “If we can combine the nine or then common ingredients from our favourite dinners. at one European car importer. In fact. we can make the perfect meal. Now we just have managers. The Elusive Missing Factors Leadership core competencies are typically derived by looking for the common ground in a sample of excellent leaders. as Charles O’Reilly. When the Harvard Business Review (December 2001) reported on the defining moments for 17 world-class leaders.) Arises out of a defining situation. Displays a unique combination of competencies rather than one set of traits shared with others. Moreover. while the risk of removing or suppressing unique skills or an extraordinary combination of competencies in the course or such a program is hard to assess. “We used to have leaders who knew what they were doing.formula for generating consistently high performance nor for replicating leaders who beast the odds and truly excel. Stamford University. and told us. And in a follow-up investigative study.” But would anyone really want to dine on the resulting dish? We also seem to think that we can generate top quality leadership by having our leaders emulate the leaders of other organizations. (We only have to look at the impact of 9/11 on George Bush. producing an excellent leader. Has a special dynamics with the specific group of people he/sale leads. concurrent employee opinion surveys and multi-rater appraisals revealed a leadership development programm has produced efficiency. You’ll be a good company-but you won’t be a great company. However. typically based on respect. gresat leaders often take their staff with them when they move. one disenchanted employee commented. it is fair to say that it is probably higher than zero.’ we think. “Ah hah. or fail to be as successful in a new environment. let alone another superstar like Bill Gates. Indeed.” The same of others best practices to achieve goals may simply produce stunning mediocrity. Prof HRM. Tony Blair and Rudy Giuliani) • • The chance on any conventional competency-based development or performance management program. not one identified a development activity as major influence.
offer the opportunity for candidates to develop in the areas of shortfall and to reapply later. Rather than compromise. each year. Breadth matters-widen their perspectives Create open leading environments. the eventual result will be that more appropriate candidates will apply and the standard of the applicants will rise. I offer this five-point checklist for building a programm to flush out and develop excellent leaders. mathematics. spread over 15 months. Nevertheless. Expand their thinking. Seek support for and test the nominations Don’t accept just one person’s nomination. to Bangalore to Beijing they discuss local business. grow own.) Create moments of truth . If you prove that your selection is hard to get past. Apply rigorous selection Select people who have shown the desire to succeed in their current roles. society. teach them how to learn on their own. especially the impact of different cultural perspectives. not just management. to be sure. Demonstrate that you are focusing on leadership and leadership here.asking us what to do. Let people self-select out. Consider allowing subordinates and/for peers to make nominations. From Washington. We are promoting clones. it is crucial that leaders know about and understand a wider range of issues. Toward that end. Don’t teach potential leaders things. In this increasingly global environment. Expand their thinking. Compromising here sends a message about the entire program. and technology. Make this clear from the start. Ensure a minimum level of core competency Do not tolerate any shortfalls against the minimum set. There must be evidence that people would be prepared to be followers. (For example. psychology. Spend your money on those who really want to excel. Select people who truly want to be leaders. spending a week in each of five countries. Don’t focus on developing core competencies that’s pre-program work. Seek input from others who really know the candidate. the task of honing true greatness is doable. Don’t covertly encourage anyone to apply. no matter who that person is. grow their context: increase their knowledge of peripheral guage. BA Systems sends a small group of selected leaders around the world. Look for those who’ve exceeded expectations by taking tough decisions on their own initiative.” These are demoralizing developments. There are no compromises on excellence. politics and even study taichi.
” Semler noted. Ricardo Semler. Unless you’re interested in creating a cult. to try new approaches. consider whether or not you really want to develop an icon. even if achievable. In aspiring to generate leaders who can bring out the best in those whom they lead.One useful remnant of the 80s outdoor/experiential development is the idea of presenting participants with real challenges outside of their normal realm of experience. Encourage them to test boundaries. but make it obvious that their task is to develop their personal style. striving to produce larger-then-life leaders would not be so desirable. and accept the consequences. Make the rules of engagement clear. it would behave us all to bear in mind a lesson Jack Welch has tough: Learning is important. . This is what leadership is about. not because of them”. but ensure that they identify what in working for them. but then erode the benefit by playing down the importance of the result. but sharing learning is critical. Equip your top talent with as much knowledge of leadership theory as you can. Be brave enough to allow those who would lead to succeeds or fail. Create opportunities for individuals to explore and refine the unique combination of competencies that works for them. These challenges allowed people to face their own fears and helped them find ways to use their skills to cope with and even benefit from them. “they failed to create organizations that could flourish in spite of them. A final Caveat Although the media may glorify guru-like figures in the business world. probably on of the most innovative of all company heads in the last two decades was recently quoted in the aforementioned edition of the Harvard Business Review explaining how may currently recognized great leaders may have done more harm than god by fostering dependency “Because [these leaders] couldn’t rise above their egos. Use real business-focused projects or assignments. Defend and maintain the threshold of competency and behavior. Many organizations use project work. but don’t label them as just part of a program. Coach them through a process of self-discovery. Present genuine succeed and fail leadership challenges. and to work on those that prove effective. and all that doing so implies.
When you try to mange teams across different geographical regions and perhaps time zones.Successfully Managing Remote Teams Introduction Managing teams can be a challenge. you have a situation that can be difficult for even the best manager. including: • • • • • Types of remote teams Challenges and pitfalls of remote teams How to successfully manage a remote team Using technology and remote teams Other tips for successfully managing your remote team Types of Remote Teams . With advances in technology. They satisfy the need for accessing specialized expertise at a cost savings. This white paper explores how to make a dispersed team successful. Remote teams have become more common in the workplace. there is now a broad array of communication methods to enable remote teams to function more smoothly and cohesively.
it is more common of them to be working sporadic hours from a hotel. Team members are now expected to interact with a wider set of peers from different areas. Without co-location for even part of the team. multicultural sensitivities and language affect the ability to communicate in real time. Home-based offices add to the numbers of remote workers for organizations. This is often the case in mergers where the aim is for synergy by creating strong pockets of expertise and making them available company-wide. and other countries for their programming. Teams may also cross corporate boundaries. while they are there. ensure that they are working together. the complications of dealing with remote teams comes into play. airport. Remote teams make good economical sense when your can access expertise from a specialist without having to take on the team member full time. work. but one of the biggest problems the team will face is communication. and it is difficult to. Communication is essential to keep all team members on board and up to date on the most pertinent details of their tasks and the latest revisions including: • • • • Programming code Schedules (project. These teams may be made up of geographically dispersed individual members forming one team. or client site most of their time. holiday) Outcome of meetings (decisions. And growing the team can compound it. Although they do technically have a home-base office. These companies can take advantage of remote talent to fill a specialized need such as technology firms that use expertise from India. And let’s not forget the sales staff in your organization. Even if they may not work solely from their homes. Challenges and Pitfalls of Remote Teams The challenges for remote teams affect both the teams themselves and the manager managing them. these teams take on the characteristics of remote teams. In larger organization it is not uncommon to have satellite offices. and cultures. Maintaining quality and productivity are paramount. It is hard enough to add a new member to an existing team it is even harder when the team is remote. such as project mangers incorporated into work teams or business managers into development teams. minutes) Plans . to complete the project work. communicating well and working productively. such as time zones. Even if you have all the team members on the same page. Teams can also include a partnership with a third party. Russia.Remote teams can take on many different forms. action plans. or distinct existing teams that are not co-located. such as other companies or clients. countries. the distance barrier will create a challenge. With the physical and cultural distance barriers.
5. when do they need it. and what happens if communication breaks down. The communication plan should also outline meeting structure when are they needed. and who is responsible for publishing the outcome. Decide your leadership level What will your leadership be? It needs to be appropriate for both the team as a whole and its individuals. After communication. video conference. combinations of methods). pick up the phone and introduce .• Other information As a manger.. in what format. how it will be communicated. what will be their purpose. it will be up to you to manage the interaction of the team members and ensure smooth communication between your team members. If you can’t seem them face-to-face. as a group. who needs the information. Now that your plan is in place. who will be in control of the meeting.. Set up your communication plan Outline what needs to be communicated. 4. Start by working with your team to create a team plan and make sure that all members of the team are familiar with the end result. Your team plan should consist of the following six activities: 1. roles and responsibilities Set out the goals. 3. Determine your conflict resolution strategy How will you deal with conflict and what your rules for avoiding them. will you make decisions. what is your back up plan to make a decision. then communicate who does what. including their specific responsibilities. teleconference. and only 10% will concern utilization of technology so it is smart to address your people issues first. another critical challenge as a manager of a remote team will be building and maintaining trust and cohesion with your team members. How to Successfully Manage a Remote Team So how do you mange your team? Where should you start? What do you need to know to be successful? 90% of your problems will be people problems. you should get to know your team. will they be held (chat. Ensure fair work distribution This may need to be adjusted as time goes along and the project or work changes. 2. Distribute goals. what escalation path have you set when a decision cannot be made if your prime decision maker is either unavailable or unable to decide. Outline the decision making process How. 6.
For meetings take advantage of video feeds. an how team members use it. and marking decisions.making authority levels. This will involve you determining an escalation path including decision . issue tracking logs. Face-to-face connections help build trust quickly and it is trust the strengthens relationships on the team. Mailing lists. if not a little more. Stay on top of your meetings. Ensure that the right decision makers are present at meetings to ensure that decisions are made on a timely basis. With expectations set for each team member. Determine how much time they can realistically expect to be working on your project. Technology and Remote Teams Technology makes it possible to have productive teams located all over the globe. If at all possible. and even smart white boards that can be hand written on at one location and the images then printed at others. Encourage collaboration on ideas and decisions to keep them connected. Keep your communication consistent to avoid the trap of “out of sight” out of mind. And make a plan so that team members can easily contact you. A revision system will ensure that only the latest information is being viewed. or when a new member joins in. editing documents and files. or at the very least. but what other team members are responsible fro and how their work affects them. conversation streams.yourself. and specific work space can be set up for your team and can be organized by projects for simplicity. access to documents and slide presentations. does not become a barrier itself. contact someone in authority who can ensure work progresses when issues are encountered. One excellent form of keeping in touch and providing access to information is either through the Internet or an intranet site. edited. Even if the meetings are video conferences or teleconferences. When you are unavailable. they will need the same level of preparation. use video conferencing to enable members to make more of a personal connection as the initially meet to facilitate better communication in the future. Keep you remote workers in the loop and motivated to work. Let them know what you will be expecting of them and ask for their input. Make sure that they remain productive and produce the desired output such as brainstorming. it may be possible to travel to a central location. or transmitted. However. If the budget permits. especially when the team is initially launched. to be well executed. have face-to-face meetings. These can provide a central location for a repository of information and can be secured to provide appropriate access. there are issues that must be handled to ensure that the technology. check inarguably to monitor their progress and provide them with feedback (back good and bad). Meeting may take a little more preparation to ensure that sites an link-up . Make sure that they are well informed of the work flow not only what is expected them.
Technology can give us instant access to our colleagues. and also to provide technical assistance on a timely basis to keep your team connected. Make sure everyone participates. and video conferencing etiquette and corporate guidelines for sending and replying to emial and phone calls. and chat programs on the computer. At any virtual meeting have someone make introductions at the beginning of meeting and include what their responsibilities to the team are. e-mail.. Remember technology tends to be very impersonal and can easily lead to misunderstandings. and make sure the team members know who they are.properly. and modified (develop a change control procedure). • • • • • • • • • . Encourage social interactions between remote teams. Tips to Successfully Manage Your Remote Team Here are some great remote team management tips: • • Try to have an initial facto-face meeting and incorporate team building activities to build trust as you launch your remote team this will help you dramatically if problems arise later. Encourage personal communication whenever possible such as faceto-face or over the telephone. Make sure that you have the necessary support to both recommend appropriate technology for your organization and your goals. cell phones pagers. wherever they are. or attached to their chat identity so that team members will be able to relate to each other personally. Ensure that your team has the appropriate training and convenient assistance when things go wrong. so appropriate time and resources will need to be made available at all locations prior to meetings. The downside of technology is our ability to use it properly. Put multilingual people in key positions to bridge the language barriers. with instant messaging on telephones. reviewed. Can’t meet face-to-face? Then try distributing photos of team members on a communication list. Determine how work will be managed an information shared. Very the time of meetings so that no one group or individual is consistently having to meet after hours. Establish how meetings will be scheduled and who needs to attend. Establish strong procedures around communication phone. as long as it does not interfere with the work being done. otherwise silence will be taken as agreement. Test video conferencing equipment thoroughly before each and every meeting.
This may require cultural sensitivity training and should be done as close to the beginning of the team forming as is possible to avoid misunder standings. Ensure your team is attuned to cultural sensitivities.• • Keep your information tight. The attitude in the office was pitiful. but will require greater emphasis on building trust. and utilizing technology. Nope of the other nine salespeople had more than one year of sales experience. Our only producer was an 18-year veteran with the company. especially home-based employees the ensure that they are fitting into the team and working well. Obviously. Developing Your Employees . Cliques tend to seek each other out instead of going through proper channels. answers. • • Conclusion Managing remote teams is similar to managing regular teams. Keep in mind that these workers function well alone and will tend to gravitate toward that mode of operation. so it is in your best interest to keep in the loop. Watch out for cliques that may form that tend to work independently of the team. . You will also need to have a good understanding of technology and excellent technical support to ensure that your team network is performing at its peak. Keep your eye on group that have worked independently in the past. and general progress on work being done. they/we were performing far below standards. I inherited a 10-person sales team that was ranked dead last our of 64 offices. such as up-to-date mailing lists.A Win-Win Situation Is your sales team performing far below potential? Mine was. Keeping your finger on the pulse of the team’s progress and individuals’ work will be essential to knowing whether or not your team is one track. fostering communicational. implementing team processes. In my first sales manager’s job almost 20 years ago. to keep everyone informed of current questions.
Fast. Unfortunately. because many salespeople emulate the actions of their “follow the leader. *STEP ONE: DO NOTHING When you first arrive on the scene of a sales office in diastase. “there’s somebody like me who’s successful. Perhaps a few of the strategies I used will help you improve the performance of your sales team. * STEP THREE: FIND YOUR SUCCESS ROLE MODEL In sports. gather information about the people involved.I heard a lot of excuses for poor performance like “lousy territory.. and. . having posted the biggest increase in sales of any office in the company. you already have a few players capable of stepping up. “Hey. If so. the answer is “yes.. Clearly. and there was no role model. when a player assumes a leadership role on a team. and he didn’t let met down. do exactly as I teach you to do.” Bill knew that I was counting on him. “if you stick with me. That’s the day when they finally accepted responsibility for their own poor performance. of course. Take the time to understand your organization’s situation. and ask them to share more of their knowledge and experience with less experienced salespeople. don’t do anything. talk to them. I needed to find a leader. Help them see the importance of their success example. he produced 200 percent of quota. you will succeed. In his four the month.” you’ve got to ask yourself which salespeople do your less experienced salespeople look up to? And. *STEP TWO: ANALYZE YOUR PROBLEMS (S) My main problem was my salespeople didn’t believe in themselves. Overnight. I knew that my nest hire could play an important role in reversing the downward performance tend. I had to recruit a new salesperson to be my success model because nobody else on my team was capable of leadership.” and “our prices are too high. the attitude in the office changed.” You may be thinking. They hadn’t yet experienced success.” But the example you set for your people is not enough. it’s called “stepping up. a salesperson of whom others could say. what kind of example are these “leaders” setting? You can get peak performance out of average producers if you can get average producers to emulate the success habits demonstrated by a leading salesperson. from one of making excuses for poor performance to “What’s that Bill Zeep doing?” Bill’s performance forced others to take a hard look in the mirror. I had my new leader when I hired Bill Zeeb. isn’t it may role as a sales manager to set a leadership example?” And. Eighteen months later the office had moved up to number five. I told Bill.” But what salespeople really lacked was success role model.” Hopefully.
could be to arrive in the office every morning before 8 a.” Another standard performance is. If you don’t enforce them. Activity and Results. poorly performing salespeople are allowed to continue their lackluster ways. We instituted a series of contests that got everybody focused on a team goal. A manager may not want to face the hassle of recruiting a replacement.” Get out and work with your salespeople. your standards are meaningless.m. Instead. get “hands-on” and escort that individual to his or her intersection of choice. of course. or may want to avoid confrontation. * STEP FIVE : INSTALL PERFORMANCE STANDARDS You’ve got to communicate your expectations. a lower “keep your job” standard. Your objective is to bring those that are lagging behind to “the intersection of choice” By that. It’s the only way to grow your people and your business. is there anybody on your team you would not have hired? If so. This is a big mistake.* STEP FOUR: DON’T TOLERATE MEDIOCRE SALES PERFORMANCE Far too often.. * STEP SIX : DE-HIRE THOSE BELOW MINIMUM STANDARDS Your salespeople will be wonderment. I mean poor performers must make a decision themselves to either a) recommit themselves to perform the necessary hehavios and activities. If you knew then what you know now. A result standard could be that a sales rep with seven to nine months sales experience must sell a minimum of $50. As my manager once told me. For example. “Do you really mean it?” The first person you dehire will send a loud and clear message-performance standards will be enforced. If sales don’t pick upon the next quarter that person must be “de-hired. So raise the BAR on everybody with standards that consist of Behavior. A successful sales manager doesn’t tie the ship to a poor performer’s anchor. A behavior standard for example. * STEP SEVEN : COACH. * STEP EIGHT : CULTIVATE A BETTER “QUALITY OF LIFE” Have more fun. or b) leave the company immediately.” The key question is this. if we hit our office goal. “There’s only one thing worse than somebody who quite and leaves and that’s somebody who quits and stays.000 per month. salespeople . COACH AND COACH SOME MORE Don’t be a “desk jockey. On results standards I recomment you set two standards. a higher sales quota. successful managers take a “hands-on” role by providing the coaching an training the poor performer needs to improve. Salespeople who fall below the minimum standard for a three-month period are placed on probation. One. An activity standard could be to make a minimum of 25 telephone prospecting calls every day.
the management these staff a their true particulars. supportive experience and capabilities with upfront personalities. one of my salespeople wanted to buy a house. Two very different goals. Try to learn something about each of them: what are their goals with your company and beyond? What is their past like? How can you help them be. what is missing is the proof about who really are the people behind the site: the owners. Sit down with each salesperson one on one. but both could be achieved faster by the salesperson exceeding quota. You have no idea how and why this business originated. Your job is to find out what they are and help the salesperson toward achievement. This information is often missing. Some of these skits were really creative! * STEP NINE : NOW WHAT EACH SALESPERSON WANTS Every person has his or her own personal motivators. or how its websites came about. Then there were sales blitzes. But in a very large majority of cases. The salespeople who received the resulting leads had to repay the group with a comedic skit. while another wanted to play the top 10 golf courses in the world. have and do more? For example. and often bundle their eduction with the total yourself experiences as “Our . and turnover reduced by 45 percent. Most have a lot of information to offer with have a log of information of offer with great graphic illustrations. Most talk about their teams and their wonderful experiences. Good selling! What’s Hush-Hush Marketing? Who are these mysterious and secretive executives behind millions of corporate websites? There are millions of very expensive well-designed websites all over the global.who achieved their individual standards earned a round of golf with the others. The results we experienced from all these steps: average sales per salesperson doubled. as the viewer is only left with one or two e-mail addresses to a single department. where everyone would pair up and make a bunch of cold calls.
We are living in dangerous times. otherwise Uncle Tom Ridge and the staff of Homeland will decide for you. 27 years of working experience and has traveled to 7 countries all together” Great now you really feel comfortable. Fake data. Fabricated experiences and dishonest bragging are all too common on websites. Faceless. this is now a thing of the past. Following the rules of any commerce. a simple credit card purchase to a job applications. offering quick an easy access to the management of the company is rule number -one of any marketing and advertising strategy. Call it shyness. it becomes or suggest calling the Homeland. Stand up and identify yourself truly. and honestly. Customers want to know whom they are dealing with. The personal identity of each one of us is a number one issue. it only makes sense to put your smelly faces and your personal images and your personal information forward. Creating Trust & Identity The days of a fifteen-minute fame and fortune are now old and boring stories. pictures of products and any other proof of who they are and what they say is all real. You better be the person you say you are. The smart ones are using this to great success. Nameless and Empty Empires. fear or just corporate discretion. as you wonder how many total pink slips they have all acquired during their lifetime or how many years combined they have spent in re-habs or behind bars. or just stay put. Today. fake certifications. hush-hush secretive branding maneuver. For this reason alone. Every corner of our daily life is now becoming a checking point. There are several things that will create trust and confidence among your potential customers. Nothing wrong here. instant banditry and guru-ism are only a websites away. We must sympathize with the brave entrepreneurs who stick their necks and savings in pursuit of new business ideas and use e-commerce and rely on websites as the cheapest medium to push about their capabilities. photos. it is absolutely necessary for the true and honest players one-commerce to put their name identity. Ownership The websites offer wonderful opportunities to roll out your business propositions and clearly identify your role as owners of the idea and . However. correctly. or some contraband-porno-operation for all other legit businesses. Less than 3% of websites have truly identifiable and easily accessible components and easily accessible components about the principals behind the business. when this process turns into a mysterious. Unless it is offshore gambling.team has a combined 17 degrees from major universities.
living our of a cardboard box there is no need not to clearly identify your location of operation. staff. . and you expect that the customer will come to you with open arms. Five Vital Concepts To Improve Your Marketing Results HAPPINESS ALWAYS LOOKS SMALL WHEN WE HOLD IT IN OUR HANDS. It you do that. then show it. size. Accessibility Unless you are homeless. WE REALIZE HOW BIG And PRECTIOUS IT IS!!!!!!!!!! FACT: Almost everyone tends to do business with they know and like. then people will start avoiding you like the plague. with out trying to close sales or get on-the-sport commitments. If you're shy or antisocial (and we all have our moments). loud and clear. BUT WHEN WE LEARN TO SHARE IT. Leadership Remember. but at least you've set the stage for a future business relationship. and why you and your team are really capable of serving such a business proposal. people. There is no reason not to show your face and let the customer see you and feel comfortable doing business with you.gatekeepers of the technologies. and any other pertinent information. If you do not have any thing to hide. There is no need to fabricate an expensive websites. otherwise consider contacting your local Homeland in a hush-hush. That's why one of the most important facets of your marketing program should be developing and using your communication skills. customers are looking for expertise and here. but if you cultivate the ability to casually mention your business in the course of friendly conversation. Profile Explain in some detail how and why you came to the idea that you are offering. Either you have it or you don’t. and try to convince people that behind the great graphics lay this mythical secret talent. Following up at a later time with the prospect is necessary. you better prove it. The other extreme is coming on too strong. then it is expected that you do the same. If you know who you are. then you're creating a severe competitive and financial disadvantage for yourself and your business. then you'll discover a potentially lucrative source of customers.
whether it's face to face. and integrated approach. a low-quality answering machine message. clearly and concisely.Be alert for opportunities to make new business contacts. or had our-of-date phone number on it that had to be crossed out an corrected by hand? I don't know which is covers: handing out an unprofessional-looking business card or not having any with you at all. make sure you're visible to them in a variety of ways. Both are stumbling blocks to creating a favorable impression and cultivating new business. the convenience. and always have a fresh supply of professional looking business cards on hand. the pleasure. an amateurish logo. sustained. Product and service features are important selling points. Whether you're at a Chamber of Commerce meeting a 4th of July parade. over the phone. . rather than just the features it offers. And while we're something to think about: Has someone ever handed you a business card that was wrinkled. to describe what you do. enthusiasm can literally translate dollars and cents! Another vital principle to keep in mind is that advertising and marketing messages that focus on the benefits that a product or service provides. the comfort or the enjoyment of a product or service that will close that sale and win the customer. You are constantly being judged by appearances. run-of-the-mill business cards. the speed the prestige. Enthusiasm is not something you have to be born with. Remind your self that when it's conveyed to prospective customers with sincerity and conviction. Enthusiasm can be extremely contagious. but it's often the anticipation of the benefits. sales resistance. and don't allow yourself to be caught off guard when opportunities arise. but it can make the difference between owning a thriving business and just struggling to get by. or even in print. an unimaginative trade show booth. it's a habit you can practice and cultivate. Enthusiasm is one of the most powerful antidotes to customer in decision. If you act like you really believe in your product or service (and yourself). and the effects of a competitive business environment. Poorly designed brochures. then your sales prospects will be a lot easier to win over and convert to loyal customers. and that can tip the scales in either your direction or that of your competition. coffee stained. and keep putting your marketing message in front of them on daily basis. An effective marketing strategy consists of a planned. Know who your prospects are. Image is not everything. targeted. almost always attracts more customers an generates a higher response rate. and dozens of other ways you represent your business can have a cumulative effect on your ability to acquire and retain customers.
Successful Local Retail Advertising Strategies Successful Local Retailers Use These Advertising Strategies Strong Positioning Image • • • • • • USP Consistency Media Vehicle Dominance Sell Something More Profitable Than Low Price Avoid the Sale Syndrome A strong competitive position and a strong equity position: .
Select a medium that reaches your target market effectively.” “The sports shop with the largest inventory in three sates.”* “Consistency is the key to equity position and subsequent growth. Avoid the Sale Syndrome * . The most effective ad or commercial is the last one (most recent) consumers see before they make a purchase when they are most receptive. “Steaks so good you’ll want to pay more. “An equity position means that when someone needs your product or service. so don’t try.”* Consistency means advertising all the time because you never know when someone is in the market for your product or service. It is more profitable to invest $1 in advertising than to lower prices by $1 in order to increase volume. Dominate means to invest more than your competitors. Sports section of a paper. time period. country music radio station. • • • • • Equity Position Requires Consistency Media Vehicle Dominance • • • • • • Let other advertisers compete to try to dominate the “best shopping days” and kill each other off. If you dominate a medium or a part of a medium and advertise consistently. for example. unique benefits to consumers that no other business can offer (or hasn’t offered through advertising).• A strong competitive position requires a Unique Selling Proposition (USP). they think of you. morning news time period in television. or type of content if you cannot afford to dominate an entire medium. Sell Something More Profitable Than Low Price • • • Local retailers cannot hope to compete on low price with Wal-Mart or other huge national chains. Dominate that medium if you can afford to.” Unique Selling Proposition • A USP requires a positioning statement that separates a local business from its competitors what are the different. Dominate a section. you do not have to worry about what days of the week you run your advertising. Develop a USP and positioning statement that creosotes a quality image and change more and increase profits.
You cannibalize future full price sales. They will stockpile. Sales (or rebates) are addictive. Insider Secrets To Network Marketing Success Network marketing and the Internet were made for each other. If you use them continually. They will wait for your low price sale. you train consumers never to pay full price. . If you drop prices by 15%. It’s as easy to send an email around the globe as it is to talk to your next door neighbor. Sales lower your image. The world is your oyster. Discover how you can literally turn the Internet into your own twenty four seven cash machine. you have a to sell more than 50% more goods to make the some profit. Consumers don’t believe retailers who have sales all the time. not including the extra cost of advertising.• • • • • • • • Sales can be useful when used sparingly so they become something special.
” Secrets of the “heavy hitters. isn’t it time you took the bull by the horns and secured you and your family’s financial future? If you answered yes. They have the persistence of a bulldog. 17. read on and discover how you can literally turn the Internet into your own twenty-four seven cash machine. beyond a shadow of a doubt. 19. 2. They market daily.” 1. 8. They sell their selves first. 12. They believe in what they’re selling. ○ Short-term goals ○ Intermediate term goals ○ Long-term goals 5. 3.They praise their downlines’ accomplishments. They understand what motivates people.They follow up on leads at least seven times.They stay in contact with their down line and their prospects. 20. As the economy continues to plummet and layoffs and bankruptcy fill the news. 7. They have the patience of Job. Stop following the followers and start studying the secretes of the network marketing “Heavy Hitters.They go the extra mile. . Anyone with a computer and Internet access can turn other Internet into their own twenty four-seven cash machine.They keep it simple.They accomplish tasks in order of importance. 4. They give more. 13. 11. The Internet has literally brought new life to the network marketing industry. 18.They learn from others. Many marketers are already creating fortunes.They have a daily study plan.They never become complacent.They concentrate on benefits.With the avant of the Internet. They train their first level downline members to duplicate their efforts. They are always recruiting. 15. 9.They automate their efforts. They have a solid bulletproof marketing system. 10. 14. They set goals. 6. 16. the monster is out of the cage.
The clock is ticking.They enjoy what they are doing.They are willing to step out of their comfort zone. 24.They reach decisions quickly.They reinvest their profits in their business.They are global thinkers. 23. ○ Time ○ Energy ○ People 29. And act on them. Act now and secure your future and the future of those you love. 22. There is competition everywhere to serve the king better and still better! There is an ongoing war among the firms to win and retain his patronage.○ Books ○ Newsletters ○ Cassettes 21. 28. 27.They are organized. 26.They reward themselves when they reach a goal. “Customer is King” : Ensure Always To Keep His Smile “Customer is king” it is said.They only spend money when it will earn them a profit.They don’t waste. 25. True. .
A few must dos to help you surge ahead of competition whether you have an elaborate client relationship management in place or not: • • • • • Interact continuously with the client to gain deeper insights into his needs. Sirisha. she flew by almost all the airlines in the fray.Some firms emerge victorious while others are vanquished in the battle. Why do some tick while others dip? The answer is simple. add a human touch to your services. Put in extra efforts to gain the trust and confidence of the client. She recounts her own experience as a customer to gain deeper insights into client psychology. All of them were similar in their services and offers to customers she had never experienced such client concern. a senior manager. collate the information and the success formula is ready! Displaying client concern is the secret of success. Tailor your services to give maximum satisfaction to the client. Being a frequent flier. Train your employees to be customer focused. who noticed her discomfort. serve him happily and smilingly! What is Success? Is It Good Or Bad? Or Does It Actually Matter? . What does it take to gain the acceptance of the customer? As a customer relations manager you may be exploring all the tricks of trade to keep the client happy and smiling. Sirisha was completely bowled over by the hospitality. Irrespective of your line of business. She suggests. Look around and analyses why you favour some products over the others? Jot down who’s bowled you over and the reasons thereof. in an MNC. for you are the customer to myriad firms offering a plethora of goods and services. If you run out of ideas. An airhostess. Once she boarded a long distance flight. does just this. relations. customer. To keep the client happy and smiling. The airhostess had walked that extra mile to help her. switch roles. we list our pleasant experiences as a customers. Step into the shoes of a client! That should not be difficult at all. Nothing can stop you from winning over your clients. She started recommending the airline to several colleagues and relatives. Suddenly she experienced a severe pain in her legs due to cramps. came with a pain relief balm gave her a massage and left only after she felt much relieved. Assure him that you are always there to solve his problems. The firms favoured by the ‘customers king’ grow into huge empires while those neglected by his majesty fade into oblivion.
not necessarily be the best. Shelley ripped this idea to shreds in his poem about. On paper this is a sensible strategy. but because they don’t think the price of victory is worth paying. Or at least that’s what the famous philosophers who have achieved worldly success say.” That kind of drive and relentless ambition can make you a trying person to be around. for would the world really be a better place if we all took sensible. a statue. it’s very handy if you believe that fame a riches don’t matter. You might suspect some self-serving bias in the philosophers’ diagnosis. Too much reality a bad thing? But isn’t there a case that this pragmatic realism is the parent to mediocrity? Perhaps too much reality is a bad thing. All this is true. “I must do better next time. And yet it doesn’t quite add up. it’s this: that the wise never seek fame and worldly success. whereby people give up on the rat race. for these are but shallow things that crumble to dust in time. we do not know. not because. moderate decisions? There are some good reasons why the pursuit of wordily success might sometimes be a noble quest. ye mighty. they feel they can’t win it. What does it gain a man to win the world of high finance but lose his friends and family? Hence the current rage for downsizing. if you’re in aline of work that is unlikely to make you rich or famous in your own lifetime. now reduced to a couple of stumped legs and rubble. and despair!” Ozymandias is an extreme case. Though there may be some truth to that. . A life is not well lived if the costs of hard work outweight the benefits. with the plinth inscribed with the words. One reason why we find such people tragically comical is that we live in a world where everyone is an armchair psychologist. but it can get results. but lesser delusions of grandeur can be seen in many people who seek success. and one of the maxims we have initialised is that you should try to do your best.Is There is one thing the world’s great philosophers and thinkers have agreed on. What the others might have thought. What the philosophers have been most opposed to is what might be called Ozymandias Syndrome: the belief that power and wealth grants you a sort of immortality that elevates you above the herd of mankind. This leads to another complications: what is success anyway? Another truism we’re come to learn is the true success is out the same as reaching the top of your profession. because while everyone can be the former. King of King: Look on my works. After all. We may laugh at people who look themselves in the mirror every day and shout “You’re the best” but is it really possible to excel if you merely think you’re OK? The person who walks away from defeat thinking “I did my best” is less likely to bounce back better than someone who thinks. the ambitious would be wise not to dismiss philosophical scepticism of success entirely. “My name is Ozymandias. be definition in any given field. only one person can be the best.
and I want to get better as a writer. in the absence on an afterlife. then it’s quite natural that success in your field is going to be desirable. the more glory in surmounting it. The delusions of Ozymandias are do be avoided. I would not want to glamorise mental instability for one moment. as Aristotle recognised. And sales show that readers. Like the hapless auditioners for The X Factor. But to have won. however. objective judgement is much less reliable. If you’re ranked 329. however.” There is on final thing. The ideal we seek is to be “well balanced” with its suggestion than human perfection is a king of Goldilocks phenomenon: being neither too cold nor too hot. It si more credible.First. the people for whom books are for. this is arguably one the few ways of finding meaning in life. for example. but so are the delusions of people who believe they are good. If this is what drives your. for example. admitted that “The greater the difficulty. you can’t pretend it’s just because your talents are being overlooked. I know that I can do this even if my sales are poor and I win no awards. even through imperfect. here. Fulfilling your potential needs a more subjective measure. each of us. have different “excellencies” as the Greeks called them. external success cannot he dismissed entirely. however that raises more profound questions. to suggest that we. this meant a life of thought and contemplation. But again. Hence the most successful artists and writes in terms of sales and fame may not be the most creatively successful. right. a world renouncer if ever there was one. it’s no good telling ourselves we have the ability that we’re not. we value being well adjusted and sane. agree. the external validation such worldly success provides does not count for nothing. at least proves that other people who should know something about these things believes you’re doing something. I write books. For Aristotle. then isn’t dedicating yourself to developing your skills a worthwhile goal? Indeed. or been short-listed. which is why it is always possible for a genius to die unrecognised. for this provides some sort of objective validation of the quality of your work. Fashion and luck play large part in an artist being recognised. In the arts. In the age of psychotherapy. the best lives are those that see us using our natural capacities to their full potential. But do I want high sales and awards? Absolutely. by testing our abilities against the real world. yet aren’t. Even Epicures. Yet even. Some of the reasons for this are instrumental: success earns you time and freedom to pursue the projects that really matter to you. The . In many individual sports. Only a fool believes that they have written the best book of the year because a jury says they have. the objective acts are indisputable. If that is true are there is something intrinsically rewarding about finding something you’re good at a doing is all well as possible. In different fields the reliability of this endorsement varies. but just right. Tiger Woods is the best golf player is the world because he wine more tournaments than anyone else.
Yet nor is it right to make the person of perfect balance the model everyone. The most successful people are those who have a passion for something they do well. but even most entrepreneurs care than just about money. The most successful people are often like this. The hard-won and often fraught success of those who rise to the top is different. Are these people the happiest. because is presupposes that nothing is ever more important than the comfort of being content and well balanced. A few business people my be the shallow wealth-seekers of myth. teetering between sanity and madness. sensible. but it is not at all draft for people to priorities work over other aspects of life if that is what really gets their motor running. a passion that is not rationally proportionate to the objective importance of their job. but certainly no less. . no more worthy.romance of the tortured genie. They get their success not just because they seek success in the abstract. One women’s perfect work-life balance is another woman’s suburban nightmare. decant life on your own terms can be the most rewarding kind of like of all. It is just stupid to sit them down an recommend they have a better work life balance because it’s not balance they are after. is obscene when we consider how real life mental illness destroys lives. objective measures people who will carry on striving for some goal even when they have been knocked down time and again. Success comes in many forms. but because their relentless desire to do better inevitably makes them rise in the regard of their professional peers. Some of the greatest things is this world have been created by people who refuse to “keep things in perspective” people with a passion for excellence in one field that is totally unjustifiable by calm. It is criminal when people sacrifice their personal lives for careers that have little ultimate meaning for them. most well-adjusted members of our society? The question is facile. and leading a good. and who are told repeatedly if can’t be done.
productivity and most importantly. retention. thus fostering buoyant excitement and motivation all around. But in today’s era of incessant corporate change. What they fail to realise in that loyalty quotients are an altogether different ballgame now. “Just because someone has worked for your organisation for 20 years does not necessarily mean he is loyal. six months? Through normal employees of not stay put at a company for long. one year. the eye-opening fact is that employee loyalty cannot be forced. . It is important to identify your loyal (not your long-standing) employees. sincerity and earnestness during their span of employment. Companies should go a step ahead and transform ‘Just any job” to a rewarding career path. it can only be earned with specific efforts and realistic expectations. as it boosts morale. and the key to ensuring happiness is understanding what they want from work. a Director of the American Staffing Association elucidates. Unwavering commitment and permanence (read employees working in the same organisation for life) have definitely become a things of the past. Maybe he is unhappy but does not feel like looking for another job. most employers dismiss the nation of staff devotion as a myth of the ‘good old days’. As Aaron Green. Giving them a reason to feel loyal Managers can foster commitment only by keeping employees happy. assistance in completing work. training opportunities and career development.” Moreover. or does not have marketable skills and cannot find another employer to hire him.Take Realistic Initiatives To Ensure Employees’ Devotion And Commitment What is the average tenure of your employees-two years. It is no longer about longevity but continues dedication. then it is time to wake up and secure some loyalty. They should realise that people seek a variety of things like : • Meaningful work-Employee dedication thrives on a holistic work atmosphere marked with challenging assignments. With escalating levels of career mobility and relentless job-hopping. if having someone on the records for even three years sounds not just unbelievable but downright impossible. winning employee devotion acquires crucial overtones in the form of a competitive advantage in the tight labour market.
Find the most appropriate ways to say ‘think you’ for employee efforts and contributions-at times. Tell them how sales are going. direction and strategies. Sense of empowerment . Sensible-appreciation . but when the people feel empowered to do their very best”. active participation and a strong team spirit. increasing customer satisfaction and helping the company grow. As winter Carol Hymowitz reaffirms. requests and job satisfaction and career goals. • Feeling of involvement-Every employee yearns to feel like an integral part of the company. how customers are reacting. monetary reward. supporting them in attaining personal goals and collaborating efforts to help them to succeed can make all the difference in the world. but also inculcates the drive to achieve company objectives. It not only inspires trust and respect in management. seek input and require about individual problems. developing their ideas. timely acknowledgment is a much-coveted requirement.Nothing can boost die-hard commitment as much as a confidence in employees’ abilities and worth. . Employers should make is a point to recorgnise achievements with a public pat-on-the-back.• Strong. Managers should demonstrate this belief by delegating important tasks and functions to qualified personal thus giving them a. pay rise or benefits. chance to shine and bestowing credence in the their value. • • Executives should meet regularly with employees (say. Getting them to understand and embrace ideas along with the chance to be hard will foster zealous adherence. what problem areas have surfaced and about overall company performance. even a smile of gratitude can work wonders. strive to inculcate a sense of pride in ‘my company’ as with pride comes loyalty and such employees will stick around through thick and thin. support system.Last but not the least. “Results are achieved not because of the perfect strategy or knowing how to give orders. Opening the channels of communication involves throughtfully listening to staff contributions and explaining the rationale behind various decisions. Employers can impart this by soliciting staff opinions and ideas on varied issues like improving productivity. once a week or month) to discuss choices.Assisting employees in their plans. ask questions about their difficulties and implement appropriate suggestions wherever possible. • Furthermore. solving problems. This inclusiveness can go a long way in building respect and trust in management. Open communication -Managers can fine-ture loyalty levels by keeping their workforce informed about business goals. They should engage employees in shaping company vision.
colour coding tasks. Worse. Nothing can be substituted for time. (Indecision) Creating inefficiencies by implementing first instead of analyzing first. Leaders have numerous demands on their limited time. time management techniques may become so co plex that you soon give up and return to your old time wasting methods. that you end up wasting (are then waste) more time rather than managing its. Unanticipated interruptions that do not payoff. they cannot stop time.. it can never be regained. In additional. but enough time to do it over). On the other hand. they cannot slow it down. What most people actually need to do is to analyze how they spend their time and implement a few time saving methods that help them make most of the time. nor can they speed it up.. putting it off. you can become such a time fanatic convert by building time management spreadsheets.. president of the Ano Consulting Worldwide’s Loyalty Institute sums it up best with. Yet. Ineffective meetings. The following are examples of some of biggest time wasters : • • • • • • • • • Thinking about it. “When a worker’s sense of being valued and belonging exceeds expectations. Poor organization. and separating paperwork into priority piples. Crisis management. once wasted.. it. worrying about. creating priority folders and lists. that employee is nearly seven times as likely to strongly recommend the organisation as one of the best places to work” Time Management Is An Art The in an organization is constant and irre versible. Making unrealistic time estimates. time needs to be effectively managed to be successful (effective).Davaid Stum. . No matter what their position. unnecessary errors (not enough time to do it right. Time keeps getting aways away and they have trouble controlling it. Micro managing by failing to let others perform and grow.
Knowing when to stop a task. short letters and memos and e-mails etc. Delegating everything possible and empowering subordinates. not the decisions. The following are examples of time savers : Adjusting priorities as a result of new tasks. and long-term priorities. mid-term.• • • • • • • • • • • • • • • • • • • • Doing urgent rather than important tasks. Managing the decision-making process. and procedures. Using checklists and To-Do lists. Throwing unneeded things away. Ensuring all meetings have a purpose time limit. Handling correspondence expeditiously with quick. Poor planning and lack of contingency plans. Establishing personal deadlinges and ones for the organization. abiding by them. short-term. . standards. Getting rid of busywork. Failing to delegate. Lacking priorities. Keeping things simple. policies. Ensuring time is set aside to accomplish high priority tasks. Establishing daily. policy. and include only essential people. Maintaining accurate calendared. or procedure. Concentrating on doing only one task at a time. Setting aside time for reflection. Not wasting other people’s time.
New venture feasibility . use your best judgement to answer all of the questions and complete all of the worksheets. In subsequent steps. 4. Product/ Service description 3. These are listed below. and 8. The attached worksheets will help to guide you through this initial look at your business.An Analysis The first step in creating a business plan is to outline your concept. Development plan. Operations plan. Company name __________________________ Team members____________________________ __________________________________________ . Nonetheless. Company overview. begin to define the scope of your business. 5. understand that you will have very little of the information needed to build a solid business plan. Distribution and sale strategy. 6. In this initial stage. Financial estimates. 2. you will be investigating and developing these issues in depth. Marketing strategy. Industry and marketplace analysis. 1. 7. and to visit each of the principal parts of your prospective plan.
partnership. What exactly is your product or service? Describe it carefully. the reader should have a good idea of where you are and where you are going with your company. How will it be organized? Will it be a sole proprietorship. you and your readers should understand the dynamics.g. What is the name of your company? Does it currently exist. buy out investors)? What additional information do you need to describe and organize your company? Product / Service description The product and service section is a detailed description of the products and/ or services you will be selling. etc. technology. partnership. patents. What is unique about your product/ service? What are its features and benefits? Do you have any proprietary rights to the product? Service (for example. Be sure to explain and describe it carefully. sole proprietorship. or corporation? What are your ambitions for the company? Will it always be a small company. go public. problems. corporation)? What is your overall strategy and what objectives do you have? What are your goals for the company (keep it small. or does it have to be formed? How is your company organized (e. You should not assume that the reader is familiar with your product/ service.)? Why is your product/ service superior to the competition.__________________________________________ Company overview The company overview is a brief description of the company you have founded or want to found. or do you want to grow it into an international giant? Upon reading this section. and how is it different? What additional information do you need to define your product or service? Industry and marketplace analysis The industry and marketplace analysis section dispassionately describes and outlines the industry and the marketplace in which you will complete. and opportunities driving your industry and marketplace. franchise it)? What is the exist strategy for yourselves and for your investors (sell to larger company. What is the industry that addresses this market? What trends are important in this industry? How does this industry segment the market? . grow it big. When finished with this section. copyrights.
mail-order.What What What What is the market we intend to serve? How large is it? is its growth potential? motivates customer purchase decisions? additional information do we need about our marketplace? Marketing strategy The marketing strategy section of your plan will make or break the prospects for your venture. wholesalers. Distribution and sales strategy How will you reach your customers? How will you close the sale with your customers? Remember.)? How will you communicate with your customers (e. What are unmet needs in the marketplace and how are you going to fill them? How will you differentiate your product or service from your competitors? What unique features. “nothing happens until the sale is made. etc. etc. show how you are going to fit into your marketplace.g.g. direct sales. or capabilities will you bring to the marketplace? Who are your customers? Who are your target customers? What problems are you solving for them? What are their profiles? What motivates their buying decisions? What are the strengths of your product/service? Weaknesses? Who are your competitors? How will you differentiate your product or service? How will your product be priced? What are gross revenues per unit sold? What are anticipated annual sales? What additional information do you need to create an effective marketing strategy... advertising. Operations is defined as the processes used to . benefits. promotions.? What are the costs associated with your sales strategy? Which costs are fixed and which variable? What additional information do you need to create an effective sales strategy? Operations plan The operations section outlines how you will run your business and deliver value to your customers. In the marketing strategy section.)? How will your product or service be sold? Who will do the selling (your own sales people. etc. manufacturing representatives.” What distribution channels will you use (e.
etc.): F. In all likelihood. travel. etc. and now will show how much money everyone is going to make. Working capital required (receivables. and sales): E. legal. and what will you purchase (make vs. One-time start-up costs (equipment. production. Fixed costs (administration. fixtures. printing. shown how you will execute your ideas. transportation.) and variable costs (labour. or as critical as applying for and getting a patent on key technology. about 80 per cent of your expenses will be for operations. marketing. Summarize estimates made in previous sections ($): A. buy)? What will it cost to produce and deliver your product or service? Estimate fixed costs (plant.deliver your products and services to the marketplace and can include manufacturing..) What additional information do you need to understand and cost your operations? Development plan The development section is a road map of how you are going to get from where you are now to where you want to be in the future. Which operations are critical to the success of your business? Which are secondary? How will you produce and deliver your product/ service? What will you do in-house. These steps can be as routine as securing retail space. furniture. You have out-lined a great business concept. demonstrated a real need in the marketplace. Variable cost per unit (Production and sales) : D. etc. and so on. deposits.)? What additional information do you need to understand and cost the development of your product or service? Financial plan Your financial plan should be frosting on a cake. 80 per cent of your employees will be working in operations. aftersales service. Annual unit sales : B. Price per unit : C. equipment.): Calculate estimated annual gross revenues and income ($) : . What must be done before you can introduce your product or service to the marketplace? What are the risks? How long will it take to bring your product or service to market? What is your timeline? What are the one-time start-up and development costs of your business (equipment. logistics. etc. and 80 per cent of your time will be spent worrying about operating problems and opportunities. consulting. materials. etc. inventory.
' ○ That's all you need to know-all there is to know-about selling. Estimated annual contribution margin (G-H-D): Calculate break . I don't get. Annual break-even quantity (D/J) : L.even figures ($): J. I Don't Get ○ In the southern part of the United States." As many times as I can because the more I go.even quantity with up-front funds (K+N) Calculate financial performance figures ($) : P. venture capital. Variable cost to price ratio (C/B) : S. . Additional units to cover up-front funds (M/J) : O.)? What other information do you need for your financial projections? Seven Stories for Salespeople 1. Contribution margin ratio (I/G): Do these numbers look attractive enough to proceed? How can they be improved? How much cash will you need to start your business? Where will you get it (savings. And. an angel. an old man with a rowboat ferries passengers across a mile-wide river for ten cents. the more I get. Payback period for start-up funds (M/I): Q. Estimated annual revenues (A*B) : H. a loan.G. Contribution margin per unit (B-C) : K.. Annual return on start-up investment (I/M) : R. if I don't go. ○ Asked how many times a day he does this. Ratio of break-even to expected quantities (K/A) : Estimate the money you will initially need to start your business ($) : M. Estimated annual variable costs (A*C): I.. Total up-front funds required (E+F) : N. the boatman said. Break . If I Don't go.
. 4. It stunned the sales manager. "Let's give it a try.2. Uproarious laughter erupted. but the chairman was frustrated with the bombastic theories and stale ideas that came forth." the trainee said. market share registered a 10 percent increase. 2. 3. Within six months. we want to sell dog food and therefore. and then zeroed in on two or three. Where You Hear a Door Close. 5. The next morning the salesman's letters were posted on the noticed board. ○ An American dog food company held monthly sales promotion meetings. but the chairman said. we should ask the dogs what they like. 3. along with this memo from the chairman. Ask Your Customers. ○ The company concentrated its efforts on marketing those few formulations.. Not by Reports ○ A recently employed area salesman in the farm machinery industry wrote his first report to head office. and casually asked one of them what he had to say. ○ "Sir. The dogs sniffed at all of them. Judge by Sales. I Hear It Open . ○ In the hope of fresh thinking he invited some young trainees to the next meeting. he reported. ○ The organisation was reluctant to give up and sent their ace salesman to the same island. 5. the sales manager dumped the problem in the chairman's lap. ○ He did not find a single person wearing shoes on the island. 4. a few dogs were brought in and different varieties of dog food placed before them. The War Was Lost Because of A Nail ." ○ To the astonishment of all. ○ A salesman was sent to an island to explore the possibility of selling shoes. as it was obvious the new man was almost illiterate : ○ Before the illiterate could be terminated another note from him came from Northern Ireland : ○ Not knowing what do do. and sent a gloomy report back to the head office that there was no prospect of shoe sales there as no one wore shoes... ○ Within days he was back at head office with a twinkle in his eye: the untapped potential for selling shoes is enormous.
sir." 7. . ○ On the day of the battle.○ Centuries ago. and proceeded to haggle. give me two!" ○ Everyone is looking for bargains in life. not at all. no." replied the applicant. ○ "Sorry. "Do you drive the car a great deal?" ○ "No. and the battle was lost." The lady's reply? "Well. "Oh. ○ When the opposing king analysed the reasons for his unexpected victory. he found that though the king's horse had excellent armor. Salesmen Are Not Order-Takers ○ A young lady walked into a stored and asked for a hairclip. ○ After a lot of back and forth the salesman brought down the price to Rs. please spare me. a battle was fought which changed the destiny of a state and the people living in it. they are order-takers. That was it : the king fell. ○ He learned the lesson : a chain is only as strong as its weakest link." the man replied. 2. "Madam." said the lady. the king was ploughing through the enemy's forces when suddenly his horse tumbled because the shoe on its front foot came off. ○ The agent asked. ○ A large sale may be lost because the pages of the quotation were wrongly stapled and thus did not make any sense.you may take it free. "You must be joking. ○ "No." she said. She selected one and was told it cost Rs. ○ These people are not salespeople. 1. "Your price is too high. and he dropped it to Rs. "We no longer insure pedestrians. Be Clear About Your Market Segment ○ A man went into an insurance office to have his life insured. the salesman said. 6. 4. the nails in his shoes were worn out. in that case." said the lady. his forces fled. This state had an excellent army that was well-equipped. Poor salespeople are too easily intimidated by customers' price objections and give in to get the order. 6. And as is rightly said : Anyone can sell a one dollar article for 99 cents." said the agent. ○ Irritated. 7. ○ "Do you fly much?" the agent continued.
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue listening from where you left off, or restart the preview.